Mar 2020 FRESH Impo_feb news play 4/1/20 6:49 PM Page 12
FRESH | BIC AND ELMWOOD DISRUPT HEAVILY GENDERED RAZOR CATEGORY
NEW YORK NY Elmwood New York has created the brand identity for BIC’s Made for YOU, an Amazon Exclusive. The
product is described as an affordable, high-quality razor system that is unisex. The design consultancy was brought on to help disrupt the heavily gendered razor system category. The project includes the brand’s positioning and personality to its name and verbal expression to its visual identity and packaging. When Made for YOU became an Amazon Exclusive, Elmwood also created branded communications to support the launch. Executive Creative Director Meg Beckum said: “It was interesting for us to think about what happens when you create a unisex razor. What does it look like, what is its story and how do you craft language for it in a non-gendered world?” The big idea for Elmwood was “the raw truth” — stripping back the stereotypes and marketing clichés, and giving it to consumers straight. “It’s a refreshing attitude in a world where we have grandiose stories floating around about razors,” adds Beckum. This belief led the agency to land on the name Made for YOU by BIC, and to use a simple package design. Elmwood began as a local agency in 1977 and now has offices in New York, Leeds, London, Singapore and Melbourne. In addition to Beckum, credits go to Director of Strategy Camilla Crane; Senior Account Director Marci Gentile; Account Manager Daniela Sabler; Design Director Amelia Cheung; Designers Dee Dalencour, Bruno Nesci and Mindy Gellman; and the ARTHOUSE creative agency. www.elmwood.com
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