This 2018 project involved redesigning logos, packaging, and advertising for Gillette. In an effort to highlight the brand's long history of dominance in the shaving industry, this approach opted for a vastly simplified graphic language to pair with a new product design.
For many, Gillette is a simple, cheap solution, if not a bit outdated. This new campaign aims to turn that long legacy into an asset rather than a liability. A new precision-engineered, brushed-aluminum handle helps accentuate not only reusability, but also the class of a bygone era. Based on the frame of an old-fashioned safety razor, Gillette's new look evokes a space-age air with a dash of contemporary sensibility.