Working to a timed deadline I was tasked with re-branding an existing everyday consumer product. The brief required a new logo and brand identity which was to be applied to a final piece of packaging. I decided to create a new brand of Men’s Razors called “Smartshave”. The concept of Smartshave was not only to provide a clean shave which smartens appearance, but also to provide consumers with a smarter, more sustainable choice regarding cartridge razors.
For this re-brand I was keen to reduce the amount of plastic used in razor packaging and break the monotonous visual style of these products. I wanted something that not only looked different, but also behaved differently when consumers interacted with it.
My final design was inspired by the work of Michael Schwab and featured simple flat vector graphics, a restricted colour palette and the use of strong silhouettes. The packaging utilises only card in the design and eliminates the need for plastics. The removable sleeve features a laser cut silhouette that when slid open by the user switches between an unshaven and a clean- shaven man. It is the interactivity of the novel design that helps reaffirm the brand with consumers.
