Gillette

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Gillette: Identity and Packaging Design

Problem

The Gillette Company, founded in 1901 by King Gillette is one of the oldest makers of safety razors. Now, they mainly make manual razors, some of which are motorized, with disposable blade cartridges.

Gillette products are often more expensive than other shaving brands because they claim to use higher end, better quality parts that are more reliable and last longer.

Gillette’s brand has now become cliche and generic, and does not reflect the stability and equity that such an old brand should have.

It is important to create better brand perception, as Gillette’s products claim to be nicer than those of their competitors.

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Concept
Gillette should be about trust.

I trust my Gillette razor because my dad gave it to me when I was sixteen. I’ve always used the same model. 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.

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. 

Solution

Gillette’s current brand may appear dishonest and insecure to a younger generation because they try to hard to appear sporty and edgy. However this does not reflect Gillette’s brand equity.

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

The packaging is inspired both by Gillette’s classic logo and stable forms that instill assurance.

The repackaging is recyclable, reusable, easier to open, and creates less waste.

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It took several tries to get the razor and handle packaging correct.

First iterations had angles that were either too acute or obtuse that the razor could not fit, or the overall package was too big.

The overall shape of the base is inspired by the Gillette logo. The overall gesture of the shape is repeated in the top of the window that shows the product. However, the form is also pulled down, to allow the handle to show. 

I remedied the problem discovered during semi final presentations (that the project seemed overall too heavy) by changing the aftershave to a transparent package.

Another solution was was by creating a thin window on the shave gel bottle. The dimensions of the shave gel window directly come from the window of the razor package.

The shape of razor blade cartridges is inspired by the shape of a matchbox. The back flap opens up to reveal the Gillette logo. The original clear inner package from the old Gillette stayed because dispenser shape worked well.

The razor and shave gel forms are made from polypropylene, for a more durable package that feels significantly higher end than their Schick counterparts.

The cartridges are made from a heavy clear PETG with an outside made of SBS board.

The aftershave is made of a lighter polyethylene.

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