It’s Not Binary It’s a spectrum
MX
Non-Binary Grooming Packaging
Design Brief
This project was a collaborative project and my team consisted of Maggie Daigle (Communication Design), Lindsey Theis (Fashion Design), Johnny Colesi (Communication Design), and myself.
MX is a new razor brand that combats gender norms while maintaining sustainable ideals.
When anyone looks upon the grooming aisle in a store, they can see a clear distinction between the men’s section and the women’s, but gender isn’t that black and white. Gender is an entire spectrum and products should reflect that.
The non-binary has not been given a space in the grooming sections in stores and this new brand seeks to create that space for them.
The Current Shelf Space
After deciding to work in the grooming section, my group and I visited a store to take some pictures and have a look at the current shelf space. We wanted to see what was grouped with what, what color blocking was being used, and where things were located. The photos are courtesy of Maggie Daigle.
Brands in the Market
In addition to looking at what was in-stores, we also looked at brands that are direct-to-consumer and online.
Gillette
Harry’s
800Razors
Schick
Grooming Lounge
Edgewell
Braun, Dollar Shave Club
Raz*War
OUI
Custom Shave
RazorsDirect
ShaveMOB
Walker & Company
Graze
Billie
What Makes Masculine or Feminine Design?
Masculine
Geometric shapes, darker colors, strong sans serifs
Feminine
Round/curved shapes, lighter colors, a combination of serif, rounded, and/or script fonts
Gender Neutral
A combination of masc. and fem. colors (especially blue, yellow, and purple), shapes that combine shape and rounded edges, classic fonts that are readable and safe
Graphic made by Johnny Colesi.
Audience/primary consumer
Our audience is the non-binary consumers whose pronouns are they/them and those who don’t belong in the male or female category when it comes to shaving products.
Persona created by me.
Spencer Porter
(they/them) - Gen Z Non-Binary
Demographics: UC Student, lives in Cincinnati, 22 years old
They sometimes shave their legs and armpits but not often. They want to look androgynous some days and some days don’t. A shaver that can either get rid of body hair or just trim it would be perfect for them.
They want a shaver that’s not too masculine or feminine. They are very open-minded and eco-conscious so would like a razor kit that doesn’t harm the environment or create too much waste.
Consumer Journey created by Maggie Daigle.
Gender Image Boards
Masculine vs. Feminine vs. Non-Binary
Masculine image board created by me.
Feminine image board created by me.
Non-Binary image board created by me.
Preliminary Work
These are initial ideation sketches for the packaging and the branding including the logo and the name.
Sketches done by me.
Sketches done by me.
Sketches done by me.
Brand name brainstorm done by all of us.
Sketches done by Maggie Daigle.
Sketches done by Johnny Colesi.
Sketches done by Maggie Daigle.
Sketches done by Maggie Daigle.
Graphic done by Johnny Colesi.
Graphic done by Johnny Colesi.
Graphic done by Johnny Colesi.
Graphic done by Maggie Daigle.
Image board done by me.
Image board done by me.
Image board done by me.
Sketches done by me.
Sketches done by me.
Sketches done by me.
Design Opportunities
Packaging that delivers our brand’s mission
Packaging that has a sustainable and reusable solution
A pain-free, as well as, delightful opening experience
Packaging form
The following sketches, models, and renderings are done by myself for the form of the packaging.
The logo was created by Maggie Daigle and Johnny Colesi. The safety razor shown here was created based on an existing product as a stock razor. It is not a designed product.
Brand image board created by Maggie Daigle.
All of the pattern work and color schemes were created by Lindsey Theis.
These graphics were created by Johnny Colesi, Maggie Daigle, and Lindsey Theis.
Final renders and model
The final renders and model were created by myself and the graphics were applied by Johnny Colesi.
