Manual

Expanding the portfolio and direction of a global D2C men’s wellness brand

A dark green and black container labelled "MANUAL" lies open on its side with several green capsules spilling onto a light green surface, reflecting the precision of a strategically‑led branding studio. The lid rests beside the container.

When the the patent for Viagra expired coupled with expirations on hair-loss medication, there was a race for market ownership from many different brands. Manual were the first to launch across Europe and have gained a hugely successful market share in that time. A few years on and through clever investment in brand, mission, purpose and values that are exuded internally as well as across all comms, Manual are the leaders in their category.

A dark green and black bottle labelled "Manual Biotina 5 mg, Uso Oral" is surrounded by several green capsules, all set against a pale green background—an image that embodies Growth by Design.
Four dark green and black MANUAL brand men's grooming containers—including bottles, jars, and capsules—are arranged on light green geometric blocks with green capsules scattered in the foreground: the perfect blend of Growth by Design.

We started working with Manual off of the back of some heavy user testing resulting in hard metrics proving there was a need space for the demographic to engage with the brand in a slightly different way. Our challenge was to aid Manual in this brand transition from a strategic development to execution. ​​The initial work set Manual up to gain a new round of funding, and we have since worked with them to launch more SKUs and connect to new markets in South America.

Two dark green supplement jars, one upright and one lying down, rest on a minimalist surface with scattered green capsules. The scene embodies the refined approach of a strategically-led branding studio, set against simple geometric shapes in the background.

We helped position Manual as a holistic mens wellness brand that empowers the consumer to take back control and make positive decisions. Most of the products were repackaged, many new SKUs were added to their ever growing portfolio, the website was redeveloped and all key visuals shot and recreated to align with the new brand and design system.

$2 billion Valuation in 2025 after becoming profitable for the first time

The word "MORE" appears twice vertically on a dark green background, with creative arrows pointing to "PHWOAR" above—an eye-catching design from a strategically‑led branding studio focused on scalable growth strategies for start‑ups.
A dark green Capricorn zodiac symbol with an upward arrow on a light green background, reflecting the spirit of Growth by Design and scalable growth strategies for start‑ups.
Light blue text on a dark green background shows “YESSSS,” with an arrow curving down to “YES,” then another curved arrow to another “YES”—performance marketing in action for creative that converts.
The word "MANUAL" in dark green capital letters is centred on a light green background, reflecting the simplicity and clarity valued by strategically‑led branding studios.

Daniel Sauva
Head Of Brand
Manual

‘The Middle Boop team just got it right away. We’ve now got a super positive brand, comms and digital experience that reflects our vision and mission – and is really compelling for both employees and employers. Not an easy feat.’