Client
Mantra Menswork
Branding
Branding
Web design
Copywriting
Year
2024–Present
Redefining Masculinity and Challenging the Manosphere
Mantra Menswork exists to help men heal, reflect, and grow into the best versions of themselves. From the start, this brand was about carving out a unique and spiritual space, rejecting outdated ideals of what a man should be.
In redeveloping the brand, we aimed to create a welcoming environment where men feel empowered to explore their truth, embrace vulnerability, and develop emotional mastery without losing their sense of identity.
Essence of the brand
Mantra’s message of self-reflection, integrity, and emotional mastery stands boldly apart from the bravado and rigidity of traditional men’s health or the manosphere. But this wasn’t coming through in their earlier messaging—men drawn by the reputation of the work often felt the brand’s visual style placed it in the very space Mantra seeks to disrupt.
Inspired by the essence of Mantra’s retreats, we integrated moments of calm and reflection into the brand, designed to evoke a sense of peace for those engaging with it. Our approach mirrored the safe, transformative spaces Mantra creates for men to grow, ensuring every touchpoint with the brand reinforces its mission of fostering trust, emotional mastery, and authentic self-discovery.
The rebrand invites men to follow an authentic, accessible path to self-discovery. Combining powerful photography and video with compelling messaging, we crafted the brand to communicate trust, emotional depth and empowerment, establishing Mantra as a transformative movement redefining modern masculinity.
“
Our brand now has a quality to it that wasn't there before, people now know what we're about from the first look
David Millar
Founder, Mantra Menswork
Typography
The choice of the Salo font was intentional—it’s a variable typeface blending sharp, masculine lines with soft, flowing curves, reflecting the duality of strength and sensitivity. This design choice reinforced the essence of the brand: a space where men can embrace all facets of themselves without judgment or restriction.
Thank You
A huge thank you to David Millar and the Mantra team for their trust and collaboration throughout this process. Special thanks to filmmaker Antoine Couturier, whose creative vision illuminated what Mantra could become and inspired the design’s direction.
This project wasn’t just about design—it was about shaping a message and a movement. I’m proud to have played a part in helping Mantra redefine what it means to be a man in today’s world.
