Assembly Brand Identity

Demystifying the language of male grooming

Missouri created the name, identity and scalable retail environment for a new male grooming brand for Estée Lauder. We wanted to build a brand that broke down the barriers in what can be an unknown and intimidating category for many men. ASSEMBLY houses brands across categories, simplifies the process to self-discovery and creates regimes that fit around the lifestyle of the modern male.

Naming and wordmark

The name for this new offer references the simplicity and graphic nature of flat pack assembly guides. The wordmark is functional, bold and simple. The missing sections in the wordmark suggest the process is not yet complete.


The collateral created always attempted to visualise and simplify the process, whilst still looking stylish, clean and modern.


To conclude the design process, we created a very bold, graphic guideline document in all black and white for maximum impact.