the YOUNG JERKS



Same Edge. New Age. The Original Shave Gel is ready to get back to basics with a legacy-inspired logo and clutter-crushing packaging system. No more weapons-grade aerospace shave tech talk and overeager athletic gradients. We’re reducing the cognitive lift for legacy consumers looking for “The Orange Cap” and inviting new people into the fold by restating the original, unbroken, brand promise. Let’s Edge, ya’ll. 


EDGE 


Identity, Packaging, Strategy, Copy, Social,


Photo: Ben Krebs / Edge Team: Bryan Marseilles, Lisa Gustafson