Wilkinson Sword: The Blade Masters
Global Rebrand of a Male Grooming Icon.
Creative Strategy. Portfolio Strategy. Visual Identity. Packaging Design. Artwork. Print Management.
Our reimagined identity for Wilkinson Sword puts heritage, character and craft back into the brand, echoing its 250+ years of history and its unique origin story as 18th century swordmakers. Moving away from the brand’s existing flat and one-dimensional graphic, the new design introduces greater depth and tactility to the swords, while reworking the Ws with sharp and purposeful cuts. Inspired by a new brand positioning – The Blade Masters Since 1772 – the refreshed identity is a signal of renewed confidence for this quintessential challenger brand.
A COMPLEX PORTFOLIO
Bringing meaning and purpose to the brand’s scattered and inconsistent portfolio was the project’s core strategic challenge. A new consumer-led architecture, inspired by The Blade Masters – focuses on expertise and introduces four distinct ranges across the brand’s shaving and grooming products. This simplified system was created to help people find the right tools to achieve a more masterful shave.
A SIMPLIFIED SYSTEM
A simplified communications system has also been introduced, with clearer product naming, universal benefit-led iconography, and a consistent hierarchy, aiding navigation and making the brand’s expertise instantly accessible. Wilkinson Sword’s Hydro range – the core razor offer – is the first of the new designs to launch onto the market, with further ranges to follow.
Creative Strategy.
Portfolio Strategy.
Visual Identity.
Packaging Design.
Artwork.
Print Management.
