In this project, the aim was to design packaging for Tough, a cleaning product line geared towards men. Our objective was to create modern designs that appealed to men, encouraging them to pick up cleaning through sensible and thoughtful design. As I see it, modern masculinity can be a flexible concept that breaks down rigid gender stereotypes and promotes self-expression without constraints.

My target audience was the BTS members, male K-pop artists, and Korean men ages 18-35. BTS redefines masculinity by embracing vulnerability, breaking gender norms through fashion and self-expression.  They promote self-love and acceptance in their lyrics, promoting diversity within their global fan base. They also advocate for social issues like mental health and bullying. In this project, I aimed to reflect this by making this product accessible for everyone regardless of gender.