Gillette

Scope   |   Strategy + Brand Architecture & Identity + Package Design


Opportunity / Problem

Procter & Gamble came to us with a critical packaging challenge. Their Gillette deodorant brand was getting lost on shelf—most men weren’t even aware that Gillette had offerings in the anti-perspirant/deodorant space. They asked us to help raise the prominence of the brand and increase the premium perception of their products.

Key Discovery  / Strategy

We observed that Gillette Deodorant was not embodying the values of its parent brand. The century old company is universally known as an architect of precision and confidence. So we instilled those qualities into a new global design strategy for Gillette Deodorant. We extended these approaches across the brand family, creating a unified look and feel for all their deodorant products, carrying on the company’s tradition of excellence in the men’s grooming category.

Response / Results

The new design has helped get them in the door at key big box retailers from whom they had previously struggled to gain attention. They've achieved 10% overall growth since the redesign debut.

 

Brand Architecture & Identity

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“Fun! Creative! Empathetic! Problem Solvers! Yes we can! Innovators! Tasteful! Working with the team at Love & The Machine wasn’t really “work” but more like you were problem solving with a group of your best friends—who happen to be amazing creatives and cool designers with good taste. They are outstanding collaborators, out-of-the-box thinkers, and a group of highly talented people who always know what you want and deliver what you need.”
— CORY FITES, GLOBAL DESIGN MANAGER, GILLETTE
“I loved working with you guys, both cause you did great work and because I genuinely liked hanging out with you all. That’s a good combo.”
— JAKE WHITMAN, BRAND MANAGER, PROCTER & GAMBLE