Our Big Brand Vision? Going welI, I think!

“The third wave of masculinity is based on the individual and personal self-expression. There’s no one way to be masculine. And that’s why for faculty we want to enable people to step outside of their comfort zone, and outside that narrow band of traditional masculinity.”

Faculty, a new line of grooming products for men, is taking this idea one step further—they’re not only tapping into a mood but a movement.

“We create products and experiences—I look at our Instagram as a product. It is a form of taking a Recess just like drinking a can is. It’s just as important...Our strategy long-term is to develop a whole platform of products. There are many versions of Recess we can create for specific use cases in the day where you’re looking to reset or rebalanc... See more

Recess, a line of CBD and adaptogen infused sparkling water, “canned a feeling.” Their website explains front and center that they’re “an antidote to modern times.” This is not a drink, it’s a state of mind.

Their focus on magical, imaginative experiences is what allowed for expansion, not the cartoons themselves. Without a larger context, they’re building a theme park around a mouse, but with it, they’re building a theme park around magic—which do you think is more compelling?