There’s a very specific kind of modern masculinity happening right now—somewhere between a perfectly edged beard, a laser-treated jawline, and an algorithmically approved torso. Manscaping has gone from a quick trim to a full-body maintenance plan, and “looking put together” increasingly borders on architectural. In other words: the bar is high, the expectations are higher, and like women’s skincare brands over the years, everyone wants to pretend it’s effortless.
Enter Wild Roman—a men’s skincare brand that quietly opts out of the performance, and the design team from The Working Assembly who identified an opportunity to position the brand around something deeper–a daily practice rooted in self-respect, structure and restraint. With branding developed end-to-end by the agency (strategy, identity, packaging, the whole thing), Wild Roman doesn’t try to compete in the race toward hyper-optimized masculinity. Instead, it reframes the entire category around something far less exhausting: consistency, restraint, and self-respect.
While the current grooming landscape is veering into full-body precision—from waxing and laser treatments to non-invasive sculpting focused on abs, arms, and chest—there’s also a parallel shift happening. Grooming isn’t just about looking better anymore; it’s about control, routine, and how you carry yourself day to day. Wild Roman leans into that second lane with branding steering the car.
The most compelling brands today aren’t build around trends, they’re built around belief systems. With Wild Roman, we focuses on creating a brand that feels enduring and reflects quiet confidence and personal standards rather than performative masculinity.
Jolene Delisle, Founder of The Working Assembly
Right now, the category of men’s grooming is expanding fast—not just in products, but in expectations. Body grooming has gone mainstream, with more men opting for full-body routines and professional treatments as part of everyday maintenance. The industry itself is booming, driven by shifting ideas of masculinity and a growing comfort with self-care. And yet, with all that evolution, a lot of it still feels a bit loud.
Not here. The reference point is classical Rome—strength, order, self-mastery—but thankfully without the cosplay. The messaging behind the product is calm and controlled and, visually, the branding system follows suit.
Architectural cues, restrained typography, and a grounded palette do the heavy lifting. It feels solid and intentional. Like it knows exactly what it’s doing and doesn’t need to explain itself. Which, in this category, is surprisingly refreshing.
In a moment where masculinity is being sculpted, shaved, and streamlined into increasingly precise shapes, Wild Roman offers something almost radical: do less, but mean it.
The post No Shortcuts, No Six-Pack Illusions: The Working Assembly Introduces Wild Roman appeared first on PRINT Magazine.