Branding and digital design for ecommerce in Men's Grooming and Beauty Industry
Shavers
Cutting edge ecommerce.
For the discerning gentleman.
About
An ecommerce with a focus on the sale of electric shavers and grooming products, Shavers needed a brand and visual identity to put to the name as well as a modern ecommerce design.
Shavers previously had no brand identity and was led by manufacturer brands that are sold through its ecommerce, such as Braun and Panasonic. Due to Shavers' legacy and desire to set themselves apart as leaders, we worked with the internal team to develop a strategy to position them as the go-to for advice and knowledge.
The homepage was heavily focussed on product and didn't give Shavers a chance to breathe and focus on its own identity. With the goal to reposition Shavers and drive content marketing going forward, we needed to turn the homepage into a showcase of both product and content for ease of user experience and flow.
VISUAL IDENTITY
When it came to a logo marque we echoed the sharp lines and angles of the cutting blade, both incorporating it into the full logo identity and creating its own individual asset that would become synonymous with the brand. Its sophistication and clean lines reflect the polished, stylish and well-groomed audience Shavers market to.
The colour palette was chosen for its smart yet distinctive when paired together and gives the ecommerce refinement and appeal to its core audience. Whilst the shades are relatively masculine they compliment the chrome and grey tones reflected in the products that Shavers sell. MB Empire was chose for its bold and assessable sans serif forms.
MB Empire
Lato
CMYK 100 / 78 / 55 / 55
RGB 0 / 38 / 56
#002638
CMYK 20 / 60 / 100 / 25
RGB 161 / 97 / 31
#A66210
CMYK 0 / 0 / 0 / 89
RGB 64 / 64 / 64
#404040
CMYK 5 / 0 / 10 / 50
RGB 139 / 145 / 139
#8B918B
Digital design
The number one destination for men’s grooming.
We carried out in-depth research and analysis of the previous website's sales and conducted user testing with a range of audiences. The data was used to inform and reposition Shavers' homepage as a destination site for men’s shaving and associated grooming products, whilst clearly maintaining a position as a central hub for advice and knowledge too.
We stepped away from only using product imagery to drive sales by focussing on men’s lifestyles and aspirations, whilst ensuring the website still felt like an ecommerce and ensured users could easily move from content to sale.
Results
We've been working with Shavers since 2015 when the new homepage and brand officially went live and we are still seeing continuous increases in organic traffic, sessions, new users, page views and a steady ecommerce rate across channels.
Ecommerce conversion rate over the last 12 months
Increase in organic sessions over the last 12 months
Increase in organic traffic over the last 12 months
"I always find Abstrakt very approachable, capable and they are always attentive to our needs and objectives. They are never short of interesting ideas!"
Andrew Edwards - Managing Director - Olympic Shaver Centre
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