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Brand Stories : Gillette Fusion

The Best Brand A Man Can Get


Extend Gillette's global male shaving leadership into the 21st century

Reinforce the "fusion" of a new, high-performance shaving surface with a personal grooming trimmer through high impact, "high science" name and visual position that stays close to the Gillette brand equity while extending it into the future

Cultural Mapping | Visual Color Design Trends | Trend Excursion | Consumer Evaluation | Name Development + Deconstruction | Brand Essence | Visual Positioning

Fusion Razor

Design : Phillips Design