Klyr
Redefining confidence through care
Klyr is a modern men’s skincare and self-care brand built with confidence in mind. Bold, brave, and straightforward. Based in The Netherlands, it exists to redefine that exact confidence through care, creating subtle yet effective products for men who value clarity over complication. From product packaging to tone of voice, every decision is intentional. The brand speaks to a new generation of men seeking confidence without arrogance.
The challenge
Klyr started life as Alpha Skin, a name and identity that failed to match the brand’s actual audience. The Alpha label carried machismo connotations that did not reflect the brand’s vision. The goal was to move away from that stereotype, shifting the focus to confidence rather than macho, and breaking the stigma that cosmetics cannot be for men. While Alpha Skin had a unique proposition, with men's skincare created from scratch, its visual identity lacked character and alignment. It did not capture the refined, understated, and inclusive nature of the products, leaving the brand at risk of being lost among generic competitors.
The approach
The process began with a strategic brand workshop involving the founder and investors, where we uncovered the deeper values and vision behind the business. Together we identified the need to step away from the machismo image and build a brand rooted in quiet confidence, to break the stigma around men using cosmetics, to create space for an expanded product range and audience shift, and to develop a consistent, refined visual system that could scale across all touch points. From this foundation, we committed to a full rebrand and rename, shaping a completely new strategic direction and visual identity.
.jpeg)
The solution
The result was Klyr, a name and brand that encapsulates clarity, refinement, and quiet strength. The new brand strategy was built around the idea of confidence as a ritual, not a performance. A complete naming process resulted in “Klyr,” short, memorable, and purposeful. The visual identity system features a bold, minimal logotype and a refined water-drop brandmark. A modern color palette was developed for warmth, depth, and versatility. The chosen typography brings clarity and structure. A new packaging system was created to balance premium appeal with everyday usability. The photography direction was defined to emphasise real textures, natural light, and understated confidence.This wasn't just a update, it was a complete repositioning to align with Klyr's true audience.
Impact
The transformation from Alpha Skin → Klyr changed everything. The product is now perceived as a refined, high-quality essential rather than a generic men’s cosmetic. The new identity resonates strongly with the target audience, breaking away from outdated stereotypes. Klyr’s updated packaging and visual system have been successfully implemented in its webshop and marketing channels. The founder reports a renewed sense of confidence in presenting the brand to partners and customers. Klyr now stands as a brand ready to grow, inspire loyalty, and lead the conversation in modern men’s self-care.
Design system and brand guidelines
For every Yvdh brand identity, we create an all-in-one actionable online brandbook including all strategy, creative direction, assets and guidelines. Well-defined brand guidelines outline the logo usage, colors, fonts, messaging and way more.
Read how
Guido Buitinck
experienced our collaboration
From vision to impact
brand identities
that leave a mark
Schedule a call and explore the possibilities.
