The Man Box report, launched by Promundo and Axe, Unilever’s leading male grooming brand, is a new study on young men’s attitudes, behaviors, and understandings of manhood. The research, conducted with a representative, random sample of young men aged 18 to 30 in the US, UK, and Mexico, reveals that most men still feel pushed to live in the “Man Box” – a rigid construct of cultural ideas about male identity. This includes being self-sufficient, acting tough, looking physically attractive, sticking to rigid gender roles, being heterosexual, having sexual prowess, and using aggression to resolve conflicts. Blossom used an illustrative approach to depict this concept: a man’s head inside a man’s head, as a matryoshka, showing the concept of the Man Box. The same illustrative approach is found through all the report, used for graphs, icons, chapters dividers and all the related communication materials.

The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom
The Man Box Promundo - Blossom