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Spruce

2025
BRAND IDENTITY, PACKAGING, UI DESIGN, ADVERTISING

BRIEFCreate a disruptive supermarket brand that surprises shoppers and gives them something they didn't know they were missing.

INSIGHTShaving razors are notorious examples of the 'pink tax.' A concept where women's products are typically more expensive than men's products, despite being functionally identical. The separation of razors by gender also creates a separation between which areas supposedly should be shaved despite both men and women having the same areas where body hair grows.

IDEAA shaving brand that removes both masculinity and femininity from its branding and instead focuses on the experience and choice of shaving. Making shaving a diverse method of presentation, and not an expected presentation of gender identity.

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