Founded in 1996, The Art of Shaving™ is considered the world’s leading premium shaving brand with its aromatherapy-based grooming products, high-end shaving instruments, and a retail chain dedicated to men’s shaving. The Art of Shaving Shops are found in 100+ locations across the US and the brand recently opened its first international location in Moscow. The Art of Shaving is sold online at www.TheArtofShaving.com and is found at fine retailers such as Nordstrom, Bloomingdale’s Neiman Marcus, Barneys New York, Saks Fifth Avenue, Holt Renfrew, and Macy’s.
The Art of Shaving was competing in a very selective market that began to backlash their luxury brand with the growing popularity of The Dollar Shave Club and Harry's Quality Shaving. These competitive shaving companies were winning over popularity with their auto-ship razor bundles and other affordable shaving accessories.
With a newly designed identity, a competitive shaving bundle plan with auto-ship features and their five star customer service, Art of Shaving was able to jump back to the top of the market as the leading distributor in male grooming products and accessories. A new advertising campaign was launched with Art of Shaving's redesigned identity and new stores were opened nationwide to manage their company growth.
Futura and Bodoni were used as the typefaces for Art of Shaving. It's a mix of timelessness and modern masculinity. Futura is used mainly on the stationery and packaging while Bodoni is used subtly in the logo.
After roughly sketching on paper, digital variations of the logo were created to solidify the conceptual references within the logo. A mustache and goatee were experimented with to enforce the concept of masculinity without using an actual razor.
Photography had a strong influence in the packaging of the Art of Shaving re-brand. Using photography for the pre-shave, shaving cream, and after shave made it easier for men to pick the creams they needed, while also adding a layer of lifestyle to the new Art of Shaving branding.