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A Cut Above

The Mandate to Innovate

Look around: 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 innovate.

A revolutionary package design for the heritage brand.

Rolled out to food, drug and mass outlets worldwide.

Breaking Rules, Looking Sharp

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—something seldom touched—augmenting it to make room for visuals that could show off new dimensions of the razor.

The Great Disruptor

It was a game-changing moment that steered more expression updates, from shape language and color to iconography and verbal cues. Suddenly, Gillette was the big disruptor in the aisle, speaking to consumers in a fresh vernacular—one that no other brand had.

Our envelope-pushing design is making big impact across the globe. By uniting Gillette’s broad portfolio and better highlighting distinct benefits per SKU, we enhanced the brand’s overall shoppability—both down the aisle and across price points.

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