Truefitt & Hill
Truefitt & Hill was established in 1805 by William Francis Truefitt. Truefitt styled himself as hairdresser to the British Royal Court and the firm received their first Royal Warrant from King George III. The brand was losing traction to new shaving companies like ‘The Art of Shaving’ and our task was to launch the oldest shaving brand in the U.S. minus the stuffy looks, but with absolute credibility intact.
The solution was to Rely less on history, and more on the brand’s philosophy of luxury and educating discerning gentlemen. 'Grooming men for Greatness' was used as a strategic call to action. Patterns were created for all the different fragrances and a rich, informative and witty copy style was adopted by the brand. The brand relaunched with a flagship store in Cesars Palace Las Vegas. Since 2005 Truefitt & Hill has gone on to open stores in Azerbaijan, Canada, India, S. Korea, Malaysia, Singapore and Thailand.
Patterns were used across all packaging as scent cues and also as hits of color and delight.
The website was more than just an ecommerce platform, it also had to educate them how to shave properly and inform consumers about Truefitt & Hill's rich history.
Press and Awards
Since the rebrand Truefitt & Hill have opened stores in Azerbaijan, Canada, U.K., India, South Korea,Malaysia, Singapore and Thailand