Edge. The Grooming Toolbox.
- Ellie Nicholls
- Apr 2, 2018
- 1 min read
Until I recieved the designers presentation board and product video, I could never truly picture what the final product would look like. Being a girl, I have little to zero knowledge about male grooming (apart from watching my boyfriend shave his minimal facial hair using a three bladed gilette razor), so seeing "Edge" in its final stages of production illustrated to me how the designer wanted to market the product. The clean and basic design emulates the designers wishes to market is a "no frills brand" however, I do believe its missing personality: nostalgia and skill.
My initial design vision board is far more eclectic and old-fashioned compared to the designers presentation of the product. This has made me reconsider how I will market the product; taking the simplicity of the designers product and the fundamental inspiration of old school shaving taught by a relative.
Following this revelation, I have begun to explore and draft the foundations of the brand including: brand essence, values and personality.
Brand Essence: Sculpting, Refinement, Tradition
Brand Values: Handcrafted, Practicality. Refined, Convenienent, Personal
Brand Personality: Masculine, Traditional, Rugged, Old School
Brand Positioning: To beard enthusiasts who value the precision Edge offers, throwing it back to old school style shaving.
These all need refining as I do further research into the target consumer, however they will allow me to delve further into creating an innovative and focused brand.
