FROM EXPANSIVE ARCHITECTURE TO BRAND ALIGNMENT
Giving grooming consumers what they actually want.
Services
Gillette
Category + Consumer Trends
Consumer Insights
Retail Strategy
Brand Identity
Packaging Design
CHALLENGE
The shaving category doesn’t look quite like it used to—more brands, more options and a new crop of smaller, subscription-style names that aren’t even bothering with the retail aisle. Despite Gillette’s longtime status as a global leader in men’s grooming, the brand needed to start showing up differently.
SOLUTION
Choosing to align its many sub-brands to a common structure and expression, Gillette gave us the chance to strategically evolve everything. We reassessed packaging architecture, augmenting it to make room for visuals that could show off new dimensions of the razor.
RESULTS
Our envelope-pushing design has simplified Gillette’s broad portfolio and enhanced overall shoppability—both down the aisle and across price points. Cutting through in a cluttered category, the heritage brand evolved—and snagged a $14.5B valuation.
