To package men’s skin care with the outer container through story. The concept statement for Hamilton is men’s skin care meets the nautical life style. Captain John Hamilton (died 10 June 1936) was the Officer Commanding the Yacht during 1882. His name and story have been used as the underlying theme to brand the product line. Within the brand, a series of logos were developed to identify the different types of products, each product line is named for a vintage ship with a female name, and when you buy a ship, or in this case a yacht, it is generally christened with a name, and almost always it is the name of a beloved to whom you want to devote your own yacht. The names chosen for the products are all traditional English names of the late 1800s and early 1900s to give a nostalgic and romantic feeling.