BIC Flex Razors


Challenged by traditional and subscription-based competition…
BIC needed to upgrade the Men’s Premium shaver packaging range to stand out at shelf with a distinct and ownable look while maintaining shoppability.

We set out to change consumer perception of the brand to represent both value and quality (in research, BIC was most often associated with value).


The look we created is premium and modern, a family look with distinct segment differentiation.

“The graphic changes designed and implemented by the Smith team are the most well-received changes the sales team have ever presented”

Senior Brand Manager, BIC

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