Stryx

Stryx came to Prime Studio to take advantage of our full-service design offering. They wanted to work with a singular agency that could lead them through branding and positioning to industrial design and finally secondary packaging. They came to us with a belief that the taboo around men wearing makeup was about to be broken and we agreed to take on the challenge. 

Stryx’s aim was to redefine the way people think about male beauty enhancers. Rather than repurposing women formulations, Stryx's products are engineered for men from the ground up. From the sleek, discreet primary packaging to formulations developed especially for the special needs of men’s skin to the bold, striking secondary packaging - every element has been carefully considered. 

The primary packaging was inspired by sleek writing utensils and we developed a signature cylindrical scalloped detail which is utilized as the turn knob on the Product 01 and the cap on Product 02 . This reductive form detail became a signature brand element. Product 01 is a concealer stick available in 3 shades in a custom twist-up package designed to fit easily in a jacket pocket. Product 02 is a tinted moisturizer, again available in 3 shades, in a customized pump dispenser with full custom cap. 

The name Stryx is derived from the word Strix, which describes a genus of owls. The owl was chosen as a brand mark because of their highly effective but discreet lifestyles and our stylized owl illustration is used in variety of discreet applications on both primary and secondary packaging. 

In contrast, our decision for the secondary packaging was to be bold and graphic. The vivid, geometric patterns are designed to attract attention to a new brand in a relatively new category. The graphic patterns were developed to allow the boxes to be arranged in a variety of configurations whilst still creating a continuous billboard effect. 

Stryx was the first men’s cosmetic brand to be featured in CVS stores and they also had their Shark Tank moment where they were offered a $600K investment from Robert Herjavec. Ultimately the founders sold the brand to Foundry in 2023 - only 4 years after launching.