The Art of Shaving


A selection of work for The Art of Shaving from 2017 - 2021, including full rebrand and brand guidelines, wholesale product brochure, new packaging and multiple social campaigns and brand videos.

My contribution

Brand Strategy Campaign Strategy Art Direction Branding User Experience

The team

1 × Creative Director 1 × UX Designer 2 × UI Designers 1 × 3D Designer 1 × Copywriter 1 x Producer



About the project

Embracing Human Connection

Rebrand for The Art of Shaving, a premium men’s grooming brand owned by Procter & Gamble. As the brand closed their retail stores to fully shift focus to D2C, we worked closely with them to strategically define their brand equity and values, and bring them to life with new guidelines, to gain a more holistic and cohesive look & feel across their campaigns and communications.

Defining new brand personality and spaces 'Craftsmanship' and 'Embracing Human Connection’, we created new guidelines documents that covered everything from applications for logo, typography, iconography, colours, interactions, illustrations and photography for humanity and product, to full guidelines for tone of voice approach with inspiration and copy guardrails.

Following The Art of Shaving’s brand refresh, we created a high quality 64 page brochure for wholesalers introducing the brand and highlighting their mission, values and product catalog. To deliver all the content in the brochure, we shot both humanity and product photography and commissioned a 3D artist to create the floating product visuals. We also selected all the paper types and finishes for the final printed books.

We also designed new packaging design applied to The Art of Shaving’s full line-up of over 60 men’s premium grooming products. Following a phase of extensive customer research and testing, we developed the final direction to feel masculine, modern, bold and premium to reflect the brand’s new look & feel and bring it more in line with luxury competitors.

Also featured is the film, ‘This is The Art of Shaving’, focusing on four of the brand’s hero scents. We worked from initial concepts to storyboards, casting, production schedules, shot lists, etc to overseeing and directing the production company during an intensive 2 day shoot across 6 locations. Following the shoot, we created additional file formats, including 15 second edits and teaser edits for Instagram Stories.