Our Work

They have a talented team of people who think strategically to develop concepts and ensure consistency in it’s execution across various media. They didn't just do what we asked, they went further.
- Iqbal Kalla - President

the client: M&M Products

Manufacturer of ethnic-focused hair and skin care products

the project

Update packaging design and branding to invigorate their current customers and connect with an untapped younger target audience

the challenge

Even though the packaging had been designed in the early 90’s, it frankly looked like it had been created in the 70’s. Because of this, combined with the lack of marketing focus, Bump Patrol was in jeopardy of losing shelf space in retail stores. Superus Marketing brought us in as their creative team to develop a design that was more appealing to the image conscious 21 - 35 year old African-American male.

the process

Based on the research Superus’ team provided, a new package design was created with the focus of connecting more strongly with the African American male. The new packaging and marketing plan was then presented to their network of retail buyers.

the solution

Razor bumps are an intimate and embarrassing problem. While the existing designs featured the issue as a design element and had large before and after images, our concepts centered around creating a brand that was clean, bold, assertive and proud. The new packaging design was tested and affirmed through focus groups made-up of the target audience. Their feedback also provided us additional information and guidance as we created a new website and marketing materials to support the new brand and packaging design.

the results

The product is now the #1 ethnic shave product available in Walmart and has an increased presence in other major retail chains such as CVS, Target and Sally Beauty Supply.