Bolin Webb

Shortlisted! Welsh Design Awards 2011

Take a look at the website.

The Bolin Webb razor capitalises on a niche in the marketplace - beautiful design coupled with performance integrity when other razors either focus on scientific brilliance or traditional designs. The client approached us to develop a strategy to take this razor to market.

We needed to create a brand and messaging to promote the razor including a new name and visual identity. Defining the target audience and understanding their purchasing behaviours helped reveal the brand and product loyalties within the marketplace. Focus groups with the target audience provided product feedback creating a strong proposition to sell to partners and retailers.

Research revealed that men were unlikely to buy the razor for themselves so the messaging is tailored to women. It was crucial to select the right price point to place enough value on the razor to ensure women purchase it as a gift.

Our Brand Blueprint process crystallised all that Bolin Webb represents and by defining the brand we are able to control the messages surrounding it. The Brand Blueprint process also outlined where the razors and any subsequent products should be positioned in the marketplace. It also enabled a strategy to identify and target specific retail channels.

The brand name Bolin Webb creates a distinctive identity with an aura of design befitting the values of the company. The name is suitable for the introduction of products other than razors. The logo uses a classic yet modern typeface and the graphic device created allows other products to be introduced into the  range. The razor design was inspired by the clean lines of classic cars which we wanted to pay homage to in a subtle way.

We developed renders to capture the unique detail of the razors. A brochure-style website full of rich imagery has been developed to showcase the razor and the paper packaging reinforces the design-led feel of the product.

Marina Bolin, company founder reveals: ‘Stills’ Brand Blueprint process helped us to position the product within the marketplace. Their guidance and strategy gave us and the razors direction, without which we would not have been able to launch the products as successfully as we have.’

The razors can be bought from leading retailers in the UK and Europe including Harrods, which stocks an exclusive edition of the razor.