We’re back again with an exciting and different OMB campaign with King of Shaves. After our amazing brief with Oatly, where we reimagined their packaging, we’re excited to see what the OMBLES come up with for this one! We welcome sketches, slogans, designs and mockups.

Use the packaging below as your blank canvas.

Be as creative as you like and enter as many times as you wish!!

One Minute Brief of the Day:

Create a new packaging design for @KingofShaves designed to appeal to Millennial & Gen-Z audiences ahead of their 30th anniversary in 2023! #LongLiveTheKing

Please tweet your entries to @OneMinuteBriefs & @KingofShaves with the hashtag #LongLiveTheKing

Remember to include your Twitter handle in the corner of your entries.

Prizes:

WINNER: £750 cash!!!

2nd: £350 cash!!!

3rd: £150 cash!!!

We are looking for the OMBLES to re-imagine & redesign two of King of Shaves' best-selling shaving products as we close in on our 30th anniversary in 2023. The packaging/design route you choose should appeal to a younger age/demographic, Millennial & Gen Z the same young people that Will (our founder) designed his original shaving oil product for, and was marketing to in 1993 aged 27 (he's now a 56 year-old Dad).

We want to keep our distinctive 'K' logo (to ensure brand recognisability & clarity is retained) but we are very open to updated, perhaps more 'modern' interpretations of it. The language, information, product description can be changed / varied / interpreted!

We know some people feel our logo is too 'large & shouty' - but with our brand being bought on cluttered supermarket shelves against multi-national competitors, we can be discreet, but not invisible! We must have shelf-edge-standout. And sink-top-standout too!

We have provided blank versions of our Shave Gel packaging below to apply your designs/ideas on to.

This is your blank canvas to get creative!!!

At the bottom of the page you can find the current range to see how it looks now & what info would need to go on the packaging.

Background

King of Shaves launched in 1993 with its first product, a natural shaving oil that reduced/eliminated razor burn for men who suffered from 'sensitive skin' (53%), allowed you to see where you were shaving (versus shaving off foam) and was (then) the only 'challenger brand' to Gillette. It was a problem solving brand, and it took the UK market by storm, In 1996 it introduced its pioneering low foam, aloe rich shaving gel, developed a widely admired innovative, maverick and pioneering reputation - so much so that 28 years later, KoS still remains the UK's #3 shaving brand in UK retailers after global brands, Gillette and Nivea for Men.

King of Shaves has always been Made in Britain, is pioneering refillable shaving products, and remains independently owned.

Why the packaging design 'reboot'?

A lot has changed in shaving since the early 90's. Then, 90% of men were 'clean shaven' (and wore suits and ties to work) - razor blade technology wasn't anywhere near as good as it is today, and by using King of Shaves, men (and women) experienced a much better shaving experience - the 'King' of shaves.

Nowadays, men are often 'ambivalent - lazy' about shaving; beards are way more commonplace - 40-50% of men now shave 'occasionally' rather than daily and razor blade technology has vastly improved, so razor burn is much less. In addition, when men and/or women buy their shaving preparation (can of shaving gel, foam - which remains by volume 90% of the market) they often choose 'the cheapest' - the brand 'on deal' or the 'default' Gillette.

**Performance Brand, Lifestyle Aspiration*.**

(*Of course we want that. What brand doesn't?)

With nearly 14,000 4* & 5* star genuine consumer reviews online, King of Shaves is the highest rated & reviewed shaving prep brand, bar none.

The performance of our product, and satisfaction in using is not in question. But we need to give people a clear reason to 'Buy us and Try us'.

In short: "Why buy King of Shaves instead of our competitors?"

What's our Why?

Gillette built their brand, reputation with the slogan 'The best a man can get'. Nivea for Men built theirs by leveraging their women's skincare expertise into men's skincare. Bulldog say they're 'Man's Best Friend', the US brand Harry's is 'Shaving's Other Guy'.

At King of Shaves, we trademarked and used print 'The World's Best Shave' - but this is in the experience of the user, not necessarily a claim to be made by a brand. Until relatively recently, we used the slogan 'Clearly Better' as our shaving preparations let you see where you're shaving.

But we need more - to connect with our customers at an emotional level (as opposed to pure performance); evolve our language to align with consumers' brand expectations today. Perhaps be less 'shouty' about us (we've historically had a large King of Shaves logo, front and centre, top of pack).

Most importantly, we want our packaging design to clearly communicate to whoever buys us, the fact that if you shave with us, you're setting your skin, and you up for a 'great' day ahead. Shave better with King of Shaves, get more out of your life. Well, that's what Will believes, but like we say - he's nearly 60 now.

We (and he!) can't wait to see what you amazing creative OMBLES will come up with.

Over to you!

One Minute Brief of the Day: Create a new packaging design for @KingofShaves designed to appeal to Millennial & Gen-Z audiences ahead of their 30th anniversary in 2023! #LongLiveTheKing