Hatchet. Hair Removal Cream for Men

Shaving is a very masculine thing to do. Depilating, on the other hand, is thoroughly feminine. To overcome this widespread opinion we had to shift how men perceived the process, make it more manly, even brutal. And what could be more manly, than removing hair with a hatchet? As hair salons were rebranded as barbershops to attract men, so did depilation have to be rebranded to become something new, that men could understand. Thus we decided to position the product as a series for male grooming, for hair removal, rather than depilation. Brand identity features include an unconventional spatula shape, and a clear distinction of depilation zones on every product, making it easy to understand at a glance where to apply each cream.