Hacked off with paying more than $25 at the supermarket for a pack of basic razor blades (‘what a joke!’), our client brought us their ambitions for an online, e-commerce, subscription-based service delivering high-quality 5-bladed razor cartridges. All for $18 a month – including shipping.
‘We need a brand’, they said, ‘but not a traditional shaving one. It’s got to have a sense of humour, be stylish and cool.’
We agreed on a persona for our typical bloke and came up with the name Straightface. Straight-talking, ‘doing what it says’, no bull, witty to the point and even mildly sarcastic. Blokes don’t say much because they don’t need to. They communicate in subtle ways. Enough said.