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All-Caps Headings
EPIQ LEGION EPIQ LEGION
Performance Skincare for Men

BUILDING AN EPIQ BRAND Your body is the vehicle to create something epic.

A brand system for performance skincare built around challenge, self-authorship, and a life fully lived.

Grounded Earnest Premium Direct Human
Scroll · Begin the Journey
01 · The Opportunity

Men’s skincare is growing. The identity space is still open.

Competitors lead with humor, utility, or clinical authority. EPIQ connects functional care to adventure, agency, and identity.

+9.9%Spend growth

Reported growth in men's beauty spend in 2024.

68%Category adoption

Reported share of Gen Z men using skincare.

~10.5%Projected CAGR

Reported forecast for men's skincare through 2035.

$90B+Market scale

Reported men's grooming market projection.

Men want products that work, and a brand that feels built for their lives.

Duke Cannon

Owns rugged and jokey. "Earn Your Clean," proudly unpolished, Midwestern humor. Great, but it winks. It never goes deep.

Manscaped

Owns clinical and below-the-waist, powered by humor and destigmatization. A tool brand, not an identity.

EPIQ LEGION

Owns the open lane: premium performance care grounded in adventure, self-authorship, and meaningful action.

Strategic read
The open lane is meaningful performance care: clear product function connected to adventure, agency, and a life fully lived.
02 · Brand Foundation

The platform, fully articulated

The concise brand canon sits up front. Expand each principle for the full strategic source material behind it.

One-line identity

EPIQ LEGION is performance skincare for men ready to go further, in the world and within themselves.

Positioning

For capable men who feel absent from parts of their own lives, EPIQ connects functional daily care to a larger invitation: choose a challenge, take care of the body carrying you there, and write the next chapter yourself.

CreationWhy we exist
An idea can wake something that has gone dormant. EPIQ turns that awakening into action.

Stephen Anderson found a pathway out of one of his darkest periods by choosing a difficult childhood dream: desert motocross. Preparing his body for brutal conditions, crashing, adapting, and continuing rebuilt confidence through evidence rather than affirmation.

EPIQ LEGION grew from the convergence of ten years of desert racing, professional experience in personal care, and years of using skincare himself. It exists as more than a product company. It is a daily system that helps a man care for his body, return to his own story, and become through action.

CreedWhat we believe
Life is a journey. Growth is the path. Challenge reveals what comfort conceals.

Every man can choose a rite of passage at any age. Ordinary acts such as soap, water, preparation, and time become modern alchemy when they support the man he is actively building.

The mirror is the mentor. The ritual is readiness. The proof is action. EPIQ does not prescribe one performance of masculinity. It invites each man to discover what he can become through consistent choices.

IconsWhat we show
The laurel, landscape, path, threshold, mirror, and real arenas of effort.

Classical symbolism signals earned progress, but it must be used with restraint. Desert, mountain, water, garage, trail, and the return home make the philosophy tangible. Avoid costume, cosplay, empire imagery, and decorative mythology without a clear point.

RitualsWhat we do
Simple daily care before the pursuit, after the effort, and before returning to life.

Routines should attach to moments men already recognize: the bathroom, shower, car, office, gym, garage, and travel. Education makes ingredients and products understandable tools. The long-term opportunity is a flexible care system that supports consistency, including products beyond EPIQ when that better serves the man.

What We RejectThe internal enemy
Passive living, shortcuts, performative masculinity, vanity without purpose, and knowledge without action.

The enemy is not another person or group. It is the belief that keeps a man average: that care makes him weak, that growth has a shortcut, that masculinity has one costume, that youth determines value, that appearance matters more than function, that motivation must arrive before action, or that he must go alone.

EPIQ answers with self-respect, honest ingredients, useful performance, deliberate ritual, brotherhood, and action in the real world.

Sacred WordsHow we signal
A compact language of action, agency, challenge, care, and belonging.

Be EPIQ. Life is a journey. Growth is the path. Find Yourself in Motion. Your story is still yours to write. Take care of the body. Answer the call. Do your own EPIQ shit. A lone wolf survives. A Legion goes farther.

Use one signature phrase at a time. Sacred language gains power through repetition and restraint, not stacking.

LeaderWho carries it
Stephen is the guide who lived the pattern, not an untouchable hero above the customer.

His struggle leads. His three class championships validate. Therapy, daily habits, preparation, physical challenge, and measuring himself against his former self created a lived model of modern masculinity.

His authority comes from continuing to practice the philosophy. The founder story should offer hope and a pathway, while leaving the customer as the author of his own life.

PhilosophyHow we see the world
The body is the vehicle. The real world is the classroom. Every ritual is a daily reminder to keep moving.

Every man carries a story waiting to be lived, not because he needs to become someone else, but because there is a version of himself that can only be discovered through action. The body is not an ornament. It is the vehicle through which every adventure, challenge, relationship, and meaningful story is lived.

Discovery happens through action, failure, responsibility, adventure, and care for the body carrying us through it. The Odyssey is different for every man: some build companies, some raise families, some race motorcycles, some quietly change the lives of five people. The size of the audience does not determine the value of the story.

03 · The EPIQ Values

Ideas tested through action

We exist to inspire people to build stronger bodies so they can pursue meaningful challenges, create their own Odyssey, and leave a legacy worth remembering. Our values are not abstract ideals to be admired from a distance — they are ideas to be tested through action.

Primary Values

What a member of the Legion strives to become.

01

Self-Direction

Create Your Odyssey.

Own your body, your choices, and your future rather than letting circumstance choose them for you.

02

Stimulation

Seek Challenge. Be Physical.

Growth begins where comfort ends. We pursue effort because challenge is the catalyst for transformation.

03

Tradition

Becoming of Age — At Any Age.

Growth isn't reserved for youth. Every season is another chance to become more capable and complete.

04

Achievement

Earn Your Legacy.

Legacy isn't inherited. It's earned through consistent action and the stories we create along the way.

05

Kinship

5 Deep.

Once we become capable, we invest deeply in those closest to us. Depth over breadth — this is how a Legion grows.

Secondary Values

How members of the Legion live and work together.

Power

Presence, earned wisdom, and calm confidence. Real strength is quiet, shown through competence rather than ego.

Humility

Reality before ego. We submit our beliefs and performance to honest reflection so we can keep improving.

Benevolence

Master yourself, then strengthen the brotherhood. The strength we build is meant to elevate those around us.

Security

Consistency creates strength over time. Ordinary disciplines, repeated daily, build extraordinary lives.

5 DEEP
The Legion Principle

Every member of EPIQ LEGION intentionally invests in the people closest to them — at work, in the people on their team, and at home, in who they can be depended on for. Our influence is measured by depth, not reach: we don't try to impact everyone, we strive to profoundly impact those entrusted to us. Strengthen your five. Help each of them strengthen theirs. This is the Legion Way.

03 · The Man We Serve

Recognize him before the mythology

One man, several doors. He must feel recognized in his lived tension before we invite him into the creed. The founder is the archetype, so this is precise, not a guess.

Primary ICP
The Under-Lived Achiever
"Have my most alive years already passed?"
Who
32 to 52, primarily 36 to 46. Capable, responsible, and outwardly successful, but quietly absent from parts of his own life.
On paper
He has built a life that works. Now he wants one that feels fully lived.
Transformation
From competent spectator to active author.
Deepest fear
Have my most alive years already passed?
Deepest desire
To feel capable, present, and excited about his own life again.
Desired self
A man actively engaged in a life that belongs to him.
Secondary ICP
The Threshold Man
"It is not too late. I just do not know where to start."
Who
A man who feels down, stuck, or broken. Life did not become what he expected, and he quietly believes he was meant for more.
Pattern
He has gotten by without truly testing himself. He does not know what he is capable of or how to look for that potential.
Inner question
Am I even worth the effort?
Deepest fear
That his chance to become more has already passed.
Deepest desire
To reclaim agency and prove through action that his future is still his to author.
First step
One concrete choice in the real world. Small enough to begin, real enough to create evidence.

Desired experience

Physical challenge quiets the noise and demands full attention. In motion, each man can feel present and encounter himself honestly.

The intersection we own

Physical challenge × self-authorship × functional performance care.

The behavioral bridge

Care for the original equipment: yourself. A useful daily ritual becomes the first vote for the man you are building.

Secondary personas · one identity, different entry points

PersonaEmotional doorwayPurchase doorway
The Dormant Adventurer"I want to reconnect with what made me feel alive."Re-entry, recovery, simple routines
The Active Pursuer"I need functional care suited to effort and exposure."Ingredients, efficiency, the two-step system
The Rebuilder"I need proof that I can still change my direction."Accessible action, education, early momentum
The Gift Buyer"I want him to take better care of himself."Easy complete kit, meaningful gift

Objections to handle

"Skincare is vain or feminine." "Too complicated." "Too expensive." "Does it actually work?" Every product page must answer these with proof, not belief.

Zone of proximity

Show the customer someone one or two steps ahead, not an unreachable professional. EPIQ sells progression, not perfection.

Recognition earns attention. Product clarity earns trust. Philosophy gives the brand meaning.
05 · Voice & Tone

How we sound

A grounded guide who has lived the lesson. Direct, earnest, perceptive, and quietly intense. He challenges without shaming, speaks with restraint, and never performs masculinity.

Grounded

not theatrical. Start with the real life and the real product.

Earnest

not sentimental. Mean what you say, then stop.

Premium

not precious. Restraint communicates quality.

Direct

not aggressive. Clarity carries the weight.

Do

  • Lead with clarity. Use short, active sentences.
  • Name the lived tension before introducing philosophy.
  • Use mythology sparingly and only after the point is clear.
  • Connect product claims to verified formulation and function.
  • Challenge without accusing or shaming.
  • Build from our preferred language: journey, ritual, arena, threshold, and Legion.
  • Use one signature phrase per section at most.

Don't

  • Dump clinical dermatology jargon.
  • Do bro humor or double entendres (that is a competitor's lane).
  • Use vanity "anti-aging" framing.
  • Lean on hype, celebrity, or "as seen on."
  • Speak corporate-wellness or HR-speak.
  • Use preferred language as empty decoration. Tie every metaphor to a real action, product, or moment.

Words we use

journeyritualarenathresholdLegionchallengechoicemotionpursuitreturnpresencegrowthfellowshipstorycapabilitybegincontinueadapt

Words we ban

alphadominatewarriorconquerunstoppableaverage menweaknessforgelife-changing skincaretransformative skincare
BeforeOur luxurious anti-aging moisturizer pampers your skin and helps you look years younger.
After · on brandRenew. Daily moisture for skin exposed to effort, weather, and whatever comes next.
06 · Visual System

How we look

Classical bones, modern execution. The heritage lives in the laurel and the serif. We modernize with monochrome, cinematic imagery, and disciplined motion. We move away from gold-dominant toward black and bone.

Logos

Legion stacked black
Primary · black stacked mark on bone
Legion stacked white
Primary reversed · pure white on ink
Legion stacked tan and gold logo
Heritage stacked · tan + gold
Legion horizontal black logo
Horizontal · dark mark for wide layouts
Legion horizontal tan and gold logo
Horizontal heritage · tan + gold
Legion stacked blue and gold logo
Legacy colorway · blue + gold
Logo rules
Clear space = the height of the wreath on all sides. Use pure white on photography or dark fields and ink on light fields. Horizontal lockups belong in wide, shallow spaces; stacked marks lead on covers and square placements. Heritage colorways are available for legacy continuity, merch, and special applications, not as the everyday default. Never stretch, rebuild, or place a mark on a busy photo without a dark scrim.

Color · digital assets

Ink#0B0B0C
Authority · focus · strength
Bone#F5F2EA
Clarity · calm · refinement
New Stone#8A8175
Stability · grit · grounded
Logo Tan#81735D
Heritage · trust · restraint
Ember Orange#C24A2C
Energy · motion · courage
Signal Red#C1272D
Urgency · action · command
Navy alt#1E2A3A
Trust · depth · discipline
Primary accent · Logo Tan
Monochrome (Ink + Bone + New Stone) does the heavy lifting; Logo Tan ties the interface directly to the existing mark. Use it for active states, rules, labels, and restrained emphasis. Ember Orange returns as the higher-energy campaign and call-to-action color. Photography carries the rest.

Color · physical products

Legacy Navy#2B303A
Competence · trust
Steel#444B54
Utility · resilience
Legacy Cream#CAC1B4
Ease · heritage
Heritage Brown#80725C
Earth · reliability
Legacy Gold#CD992D
Victory · prestige
Legacy Red#CE202D
Energy · command
Deep Purple#2E2533
Mystery · wisdom
How to use the legacy palette
These colors preserve continuity with the previous guide. Keep them secondary: campaign accents, heritage packaging, merch, charts, or audience-specific moments. The primary system stays Ink, Bone, New Stone, Logo Tan, and Ember Orange so the new brand remains focused instead of becoming a seven-color free-for-all.

Typography

Primary digital typography rule
Helvetica Neue Bold is the website and social headline voice. Set headlines in all caps at 700 weight, 1.0 line-height, and −0.05em tracking. The tight spacing is not optional decoration; it is the detail that makes familiar Helvetica feel forceful, editorial, and distinctly EPIQ. Use Helvetica Neue Regular for body copy and interface text.

Website headings

Helvetica Neue Bold · 700
All caps · −0.05em tracking · 1.0 line-height. Keep lines short and decisive. Use sentence case only when clarity materially improves.

Body + interface

Helvetica Neue Regular · 400
Sentence case · normal tracking · 1.5–1.65 line-height. Quiet, highly readable, and subordinate to the headline.

Social media

Helvetica Neue Bold · 700
All caps · −0.04em to −0.06em tracking. Ideal for hooks, covers, carousels, and short statements where instant recognition matters.

GO FARTHER

Helvetica Neue Bold

Primary digital display · familiar made forceful through weight, uppercase, and intense negative tracking.

BE EPIQ

Sweet Gothic Medium

Legacy display · distinctive, narrow, branded.

LEGION

Aviano Serif Black

Actual logo typeface · authoritative, classical, and proprietary.

BUILT TO MOVE

Syne

Alternate display · modern, wide, assertive.

FIND YOUR EDGE

Michroma

Display option · wide, technical, futurist.

Answer the call.

Fahkwang

Display option · editorial, quiet confidence.

The journey begins.

Newsreader

Serif finalist · cinematic and restrained.

The journey begins.

Averia Serif Libre

Serif finalist · expressive and human.

Try them live
Open the Aa control at the bottom right. Helvetica Neue Bold with −0.05em tracking is the approved default; the remaining faces are alternates for exploration and legacy continuity.

Photography & Motion

Photography

Cinematic, high-contrast, real grit and sweat. Environmental: desert, mountain, garage, water, the real bathroom mirror. Film grain and deep shadow. Subjects live in the Legion Man's zone of proximity (moto, surf, climb, lift, trail), not unreachable pros. Clean cutouts only for product detail pages.

Motion

Restraint is the brand. Scroll-driven reveals, slow cinematic pans, the mirror-to-transformation moment. No bouncy, gimmicky animation. Function before flash applies to motion too: every move earns its place.

09 · Imagery

One visual world, organized by type

Mood and execution now live together. Every image below is a real asset in the EPIQ library, curated by role so the system is easier to use and the difference between inspiration and production is crystal clear.

Lifestyle · Stephen Provided

The authentic foundation: moto, grit, preparation, effort, and return. These establish the brand’s lived-in credibility.

Motorcycle rider in the desert
Desert moto · hero
Motorcycle rider in action
Action · momentum
Motorcycle rider at golden hour
Golden hour · warmth
Motorcycle wheel detail
Mechanical detail · grit
Daily skincare ritual
Ritual · the return
Rider watching a teammate ride the desert ridge
Desert moto · fellowship
Motorcycle rider leaning into a steep dark climb
Blue hour · the climb

Lifestyle · Sourced

Expands the world beyond moto while preserving solitude, scale, physical challenge, fellowship, and meaningful movement.

Aerial surfer in blue water
Surf · flow
Mountain biker in motion
MTB · pursuit
Trail runner outdoors
Trail · endurance
Outdoor crew together
Fellowship · the Legion
Surfer carving a large wave
Surf · commitment
Mountain biker splashing through water on a forest trail
MTB · grit

Organic Textures

Natural surfaces create premium negative space and connect the palette to earth, water, wood, stone, and foliage.

Wet black volcanic stone texture
Wet stone
Sculptural pale wood grain
Sculpted wood
White canyon texture
White canyon
Green leaves against concrete
Leaf + concrete
Red sandstone curves
Ember sandstone
Deep navy sculptural texture
Navy depth

Product Macro

Formula texture shown as performance: foam, gel, water, slip, and hydration. Clean enough for product education, tactile enough for campaign work.

Clear gel and white foam macro
Gel + cleanse
High key translucent bubbles
Air + hydration
Warm cream foam macro
Cream + restore
White foam bubbles macro
Foam structure

The grade

Deep blacks, restrained warmth, desaturated midtones, and controlled highlights. Preserve detail in skin, water, stone, and packaging.

The frame

Editorial crops, physical scale, and intentional negative space. Let one clear subject lead; the environment supplies meaning.

10 · Product Architecture

The line, and where it goes

Simple products. Clear functions. One system built for daily use.

Reset
Face Wash
$36

Clear away sweat, dirt, oil, and the day.

Renew
Face Moisturizer
$52

Restore daily moisture and prepare for whatever comes next.

Daily Face Kit
Reset + Renew
$70

Reset and Renew together. The complete daily face-care system.

Key ingredients, in plain English

A concise formula overview for product education. Final claims require formula-level substantiation and legal review.

ResetFace Wash
Coconut-derived cleansers
Included to remove dirt, sweat, and surface oil. Mildness claims require finished-formula testing.
NiacinamideVitamin B3
Helps support more balanced-looking skin.
Azelaic Acid
Helps improve the appearance of uneven tone and texture.
Creatine
Included as a formula-supporting skin-conditioning ingredient. Claim verification required.
Glycerin + Apple Extract
Glycerin helps attract and retain moisture at the skin’s surface.
RenewFace Moisturizer
Meadowfoam Seed Oil
Lightweight emollient moisture.
Vitamin CTetrahexyldecyl Ascorbate
Helps support brighter, more even-looking skin.
Sodium Hyaluronate
Helps bind moisture at the skin’s surface.
Creatine + Tai Zi Shen
Formula-supporting conditioning ingredients. Specific performance claims require verification.
Jojoba, Cucumber, Aloe
Conditioning ingredients selected for lightweight daily care.
Claims requiring verification
Ingredient presence alone does not substantiate performance claims. Confirm concentrations, finished-formula testing, supplier data, and legal review before publishing benefit language. Full INCI lists live in client-provided/ingredients.md.

Full ingredient lists · INCI

Verbatim from the client-provided source of truth. Preserve this wording and order anywhere the complete formula is published.

Reset · Face Wash

Aqua/Water/Eau, Sodium Cocoyl Isethionate, Cocamidopropyl Hydroxysultaine, Cetearyl Alcohol, Niacinamide, Glyceryl Stearate, Glycol Distearate, Stearic Acid, Acrylamide/Sodium Acryloyldimethyltaurate Copolymer, Glycerin, Pyrus Malus (Apple) Fruit Extract, Sodium Methyl Cocoyl Taurate, Azelaic Acid, Creatine, C15-19 Alkane, Sodium Chloride, Acacia Senegal Gum, Xanthan Gum, Citric Acid, Polyglyceryl-10 Laurate, Polyglycerin-10, Sorbitan Oleate, Polylysine, Tetrasodium Glutamate Diacetate

Renew · Face Moisturizer

Aqua/Water/Eau, Coco-Caprylate/Caprate, Cetearyl Glucoside, C9-12 Alkane, Limnanthes Alba (Meadowfoam) Seed Oil, Niacinamide, Glycerin, Azelaic Acid, Sorbitan Olivate, Cetyl Alcohol, Creatine, Tetrahexyldecyl Ascorbate, Cetearyl Alcohol, Cucumis Sativus (Cucumber) Extract, Simmondsia Chinensis (Jojoba) Seed Oil, Jojoba Esters, Glyceryl Caprylate, Aloe Barbadensis Leaf Extract, Decylene Glycol, Sodium Hyaluronate, Pseudostellaria Heterophylla Extract, Tocopherol

Roadmap

Custom directly-decorated bottleShower lineApparel + swagShower KitGym KitGarage KitTravel KitCar KitOffice KitThe app (ritual streaks + crew)

Subscribe-and-save = "The Ritual"

Replenishment framed as the disciplined default, not a discount gimmick. Body care lives on repeat purchase, so this is the margin engine. Position it as commitment to the ritual, with the crew, at a better rate. Shopify makes you rent this. Our custom build gives it to us for free.

Naming convention

One strong verb per product (Reset, Renew, and forward: Recover, Ready, Return, Forge). The verb is the action in the ritual. Kits are named for the moment they serve, not the ingredients inside.

10 · SEO / AIO Strategy

Built to be found, and to be quoted

Because we are building AI-native, every page is written to rank in search and to be cited by AI answer engines. We own the intersection nobody else is writing for: performance care for the adventurous man.

Learning intent

Top of funnel

  • men's skincare routine
  • how to prevent razor burn
  • skin barrier repair for men
  • skincare for motocross / athletes
  • what does a face moisturizer do
Comparing intent

Mid funnel

  • best face wash for men
  • daily moisturizer for men
  • men's face kit worth it
  • Duke Cannon vs premium alternative
  • fragrance-free vs scented for men
Buying intent

Bottom funnel

  • buy men's daily face kit
  • men's face moisturizer subscription
  • performance skincare for men
  • EPIQ LEGION
  • Reset face wash / Renew moisturizer

Own the intersection

Nobody is seriously writing "skincare for men who ride / climb / lift / overland." That is our keyword moat: function plus identity plus adventure. Every pursuit and every ritual is a blog post and a quotable answer.

Answer-engine (AIO) rules

Clear entity definition on every page ("EPIQ LEGION is a men's performance body care brand..."). Concise, authoritative answers up top. Real Q&A structure and schema markup. Ingredient education written to be cited. Ride emerging terms: barrier repair, microbiome, recovery.

04 · Key Messaging

The Truest Epiq Brand Thesis

EPIQ is performance skincare for men who refuse to remain spectators in their own lives.

The Belief

Life is a journey. Growth is the path. Choose something difficult and pressure reveals who you are. You fall. You adapt. You discover what you are capable of. You return with evidence that your story is still yours to write.

The Meaning

Your epic is your own.It does not have to look like anyone else’s. It only has to belong to you.

The Invitation

Take care of the body carrying you there.Answer the call.

Do your own EPIQ shit.
SKIN + BODY CARE BUILT FOR LIFE IN MOTION

PERFORMANCE SKINCARE FOR MEN
READY TO GO FURTHER

Premium daily care for the ride, climb, wave, trail, and the body carrying you through it.

Find Yourself in Motion.
SHOP EPIQDISCOVER THE STORY

Other Prehead options

SKIN + BODY CARE BUILT FOR LIFE IN MOTIONPERFORMANCE SKINCARE FOR MENBUILT FOR THE PURSUIT AND THE RETURN

Subhead options

Option 1

Premium daily care for the ride, climb, wave, trail, and the body carrying you through it.

Option 2

Performance skincare made for sweat, dirt, sun, wind, and every chapter still waiting to be lived.

Option 3

Care for the body that carries you into the hard things and brings you home changed.

THE TENSIONSection 1

When Was the Last Time You Felt Fully Alive?

Deadlines. Notifications. Responsibilities. Expectations.

It is easy to become so consumed with maintaining your life that you forget to actually live it.

THE CALLSection 2

Your Story Is Still Yours to Write.

A trail. A wave. A mountain. A starting line. A challenge you have not accepted yet. A version of yourself you have not met.

Something still calls you forward.

THE CHALLENGELife is a journey. Growth is the path.

Challenge Gives You Evidence of Who You Are.

Pressure quiets the noise. You fall. You adapt. You get back up. Every hard thing shows you what you can carry into the rest of your life.

Find Yourself in Motion.

PERFORMANCE CARESection 4

Take Care of the Body. Answer the Call.

EPIQ creates functional daily care for the body carrying you through every challenge, threshold, and chapter ahead.

Care with somewhere to go.

SHOP EPIQSection 5

Your Body Is the Vehicle to Create Something Epic.

Simple, premium skincare made for effort, exposure, and daily life.

Take care of the body. Go live the story.

JOIN THE LEGION

The Journey Is Yours. You Do Not Have to Take It Alone.

The Legion is a fellowship of men choosing challenge, growth, and lives they actually want to experience.

Find the people who will ride beside you, call you forward, and remind you to get back up.

A lone wolf survives. A Legion goes farther.

YOUR STORY IS STILL YOURS TO WRITE.

What Will You Do With the Life That Is Still Yours?

Whatever calls you forward, your body will carry you there.

Take care of it.

Do your own EPIQ shit. Be EPIQ.

13 · Content Strategy

Coming
Soon