As Dollar Shave Club looked to expand their ever-increasing lineup of men's personal care products into oral healthcare, they sought to create a brand that was masculine, bold and confident to match the powerful flavors and invigorating sensations of the Superba! products. The brand needed to be sophisticated, but have just enough panache to mirror the style and confidence of the modern male. Today's man lives life to the fullest and the brand needed to reflect that mantra. Straight-forward graphics and bright colors that emulated retro European lifestyle brands were used in combination with simple messaging to create a simple yet impactful brand. The final packaging design leaves a lasting impression and purposely feels differentiated from other Dollar Shave Club product lines.
To create a modern extension to the Dollar Shave Club line of men's personal care products