Xtreme 3 picks Vineyard rebranding

Pfizer this week relaunches its premier razor brand Xtreme 3 in the US, in an attempt to take on major competitors, in particular Gillette’s Mach3 offering.

The redesign of packaging and branding has been developed by Vineyard Design, from Pfizer’s brief to reposition the Xtreme 3 as a technologically advanced and contemporary offering.

The revamp represents a total of nine product variations, including the launch of a new system razor, two brand extensions targeting women and the sensitive skin market, and a rebranding of the core disposable range.

Vineyard Design creative director Nigel Bullivant says the objective of the relaunch is create a consistent retail presence across the brand, leveraging the strength of the core disposable line.

According to Bullivant, ‘The packaging has been designed to appeal to a younger, more active audience.

‘We intend to emphasise the triple blade features by using product illustrations on the pack and we have used hot foil illustration on foil board for real visual punch,’ he adds.

The packaging was designed jointly by the consultancy’s UK and US offices and the creative lead was shared by Raymond Shaw in the US and Bullivant in the UK.

The relaunch follows a mass market research project in Canada by Pfizer in autumn.

Vineyard was appoin-ted in October last year.