R is a gender-inclusive razor and skincare brand that promotes long-lasting safety-razors as a fun, environmental- and budget-conscious alternative to disposable shaving. Created By Wilfred Aldrich and Jenn Campbell
Roles
Illustration. Branding. Animation. Package design. Copywriting.
Goals
Our main goal was to create a razor brand for women. Our objectives were to research the current razor/hair removal industry as well as current advertising in general directed toward women. In our creative brief it was clear that our client saw issues with the current feminine razor industries/advertisements.
Process
PROBLEM
What’s been done?
Researching the history of feminine hygiene and advertisement, it was not surprising to see either the overwhelming sexualization of women or the weakening with suggestions of purity and fragility. It was clear that trying to target branding to women specifically leads only to playing on feminine stereotypes and to further one dimensional binary gender roles. We decided to create a razor brand based around everyone regardless of gender identity. Researching the need for more gender inclusive brands led us to recognize a demand that is currently ignored.
Concept/Solution
Positive thinking.
Our core concept with R razors was to avoid trying to solve a problem with the same problem. My Partner Jenn Campbell and I wanted to make our brand accessible for all people and to dissolve tension around grooming practices, gender roles, and routines by making people smile. We created a simple but expressive brand that uses illustration and humor to talk about the realities of grooming and the messages we have received about a very personal and intimate subject. Shaving can be fun and confidence boosting. But so can letting it all grow. Whatever our customer chooses, we want them to have a durable, functional razor. R is a razor for people, all people and all hair.
Illustration & Packaging Inspiration
Playful packaging.
We were inspired by simple black and white illustrations, with small bright color pops. We imagined that stripes could be used to mimic different hair styles and types. The small pops of color could be used as a way to draw the eye of the viewer to specific areas of our designs. Which we used for our logo.
Design systems: Logo – color – Type
Mixing it up
For our color pallet we wanted something bright and playfull. Because the majority of our packaging was highly illustrative black and white, we decided on a sharp san serif letter mark. Something bright and bold that would stand out and grab the attention of the consumer.
Design systems: illustration
Building character
We designed a library of illustrations using Adobe Libraries, to be used in multiple ways. We were able to add these illustrations, hand lettering and patterns to our designs. Need a hairy leg? How about a hairy nose? A stubbly hair pattern to add to packaging? We got them.
Products & packaging
Eco friendly and fun!
R razor packaging will be eco friendly and plastic free! 163 million Americans say they use disposable plastic razors or razor blade cartridges. Most municipal recycling programs do not allow razors in their bins. So, if everyone uses a new blade every week, that means over 1 billion plastic razors and blade cartridges are going into landfill every year. Save your skin and the earth.
Advertising
Touchpoints:
Instagram stories
WNBA banner ad
Landing page
Transit
Bus
Final thought
Lessons learned
Research is is everything. Observing the current trends and awareness of culture and demographics is invaluable. We had the great opportunity of conducting user research. People were asked to vote on a brand which they identified with the most. In the end our concept was validated. A lesson in connecting with a new generation of individuals and values. Humor and positivity is a common thread throughout all humanity. These shared experiences help us take care of our selves, and each other in spite of our perceived differences.
