Gillette is a product that really focuses on the younger and more sporty market target. When Gillette was founded, the razors was being used by elegant and sophisticated men that cared for good qualiy personal care. The development of the Gillette men’s razors has gone from elegant and luxury, to younger, cheaper and “sloppy” image. Gillette is so focused of the newer, modern target market, that it really just loses the original meaning by men’s grooming and personal care. 

The idea for the redesign concept, is to celebrate the 10 year anniversary of partnership/merging between Gillette and P&G from 2005. The idea of the design is to make it more exclusive, a limited edition of the Gillette Fusion razors. It will go away from the cheap, energizing image and be more sophisticated and calm. Cleaner and more approaching to the new market target. 

The colour in the pattern is based on the excisting colours of Gillette. The orange/blue/yellow mix is known for Gillette and it is a good and exiting contrast to the chosen colours. The pattern is triangels in different shades of the colours. Just to block the colours in triangels helps the design to calm down, but at the same time give a refreshing and energizing feeling. And it creates a nice pattern to be used inside the boxes.