Gillette

Cutting through in a cluttered category
Gillette

A heritage brand evolves—
and snags a $14.5B valuation.
corner-left-box

Breaking rules to regain share

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.

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. Our envelope-pushing design has simplified Gillette’s broad portfolio and enhanced overall shoppability—both down the aisle and across price points.

Gillette claims a spot on Forbes’ list of the world’s 100 most valuable brands.

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Brand Architecture

 

Downloading The Beauty of New Brand Creation

 

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Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Innovation Platforms

 

Zero-to-Revenue Incubator

 

Desires Canvas

 

Desires Workshop

 

Foresight

 

Digital Insights

 

Adjacent Spaces Innovation

 

CPG Brand Workshops

 

Portfolio Strategy

 

Roadblocks to Innovation

 

Trends with Benefits: 2021

 

Experiment Canvas

 

Online & In-Store Proto-Selling

 

360˚ Innovation Assessment

 

Digital Round Table: Harnessing Desires to Build Better Brands

 

Digital Round Table: New Brands for Emerging Categories

 

Glimpse Four Ways Forward

 

The Life Beyond 2020 Digital Roundtables

 

Digital Round Table: Evolving Your Heritage Brands

 

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