Elmwood New York has created brand identity and packaging for BIC’s Made for YOU, an Amazon Exclusive. With Made for YOU, BIC challenges the razor category with a novel idea: What if we could create a high-quality razor system at an affordable price, but make it unisex?

BIC wanted to disrupt the heavily gendered razor system category with an alternative that catered to everyone. They knew that they had an amazing product but understood that to take it to the next level, they would need a distinct point of view. That’s where Elmwood New York came in.

BIC brought on the design consultancy to craft everything from the brand’s positioning and personality to its name and verbal expression to its visual identity and packaging. When Made for YOU became an Amazon Exclusive, Elmwood also created branded communications to support its launch.

Meg Beckum, Executive Creative Director, Elmwood New York said: “It was interesting for us to think about what happens when you create a unisex razor. What does it look like, what is its story and how do you craft language for it in a non-gendered world?”

The big idea that Elmwood brought to life was “the raw truth”—stripping back the stereotypes and marketing clichés. Unlike other razors systems, Made for YOU doesn’t promise to change your life. Instead, it gives it to you straight.

“It’s a refreshing attitude in a world where we have grandiose stories floating around about razors,” said Beckum. “Instead, this is a damn good razor at a damn good price. That’s what people care about. Plus, it’s for every body, no matter who you are.”

This belief led Elmwood New York to land on the name Made for YOU by BIC. And ultimately, the idea and voice proved to be a refreshing take on the category.

Said one Amazon reviewer, “’Whoever you are, wherever you shave, Made For YOU is a razor made for every body.’ I like that. It is a simple thing, but I like when a company recognizes that a lot of products are for any human.’”

They kept the packaging design straightforward, bold and simple so that it would stand out on a cluttered shelf. And customers took notice.

Said another Amazon reviewer, “I’m not sure how much of a difference there is between different brands of razors, so looks and packaging matter. These are sleek and chic. Seems weird to say it’s giftable, but it is. It’s attractive enough that you could give it to someone as a gift.”

Made for YOU by BIC is now available exclusively on Amazon.