Bias is a high-end men’s fragrance line. I approached Bias with the notion of a strong conceptual consumer who is young, wealthy, and arrogant. Conceptually, Bias comes from the psychological theory of “Cognitive Bias” (also known as the “Halo Effect”) in which others the view a person that is beautiful, famous, or wealthy as someone that can do no wrong, and/or given special treatment because of who they are. The crux of the brand plays with the ideas of the strength within the individual and his daily choices to follow his conscience or quenching his lust. I wanted the mark to be high-end and communicate the ability to be naughty (the devil tail), or be nice ( the halo).
The mark is strong, arrogant, and nods to the ability to choose between good and evil. Asymmetrical in nature, the mark balances out between the good and bad elements. Abrupt, modern, and high-end, the mark plays hard to get and acts as uninterested in you as its consumer.