Art Center College of Design
2014

Branding
Packaging Design
Industrial Design

Gillette should be about trust.

Target users in interviews proclaimed that they trust their Gillette razor because they received their first razor from their fathers. Gillette is the oldest shaving brand. One might even say, their presence could be like that of a father figure. However, right now, they look like a dad that is going through a midlife crisis. They are trying too hard to be young and hip, even though they have no need to be. Because of this, they appear dishonest and insecure to many first time customers.

Gillette doesn’t have to be relatable for young people to trust them. They need to be comfortable in their own skin.

Gillette is a confident presence that guides young men into adulthood. 

Ideation Process