Illustration
Brand Design
Packaging
mow
A sustainable shaving kit, offering a luxury shaving experience.
OVERVIEW
Mow is a sustainable shaving kit that offers a luxury shaving experience. With 100% paperboard packaging, mow is committed to reducing the environmental impact of traditional shaving products.
Role: Illustrator, Designer
The Challenge
The task was to redesign packaging for a personal care product traditionally sold in plastic, focusing on sustainability, recyclability, and a premium user experience. The solution needed to be fully paper-based, structurally secure for shipping and handling, functionally innovative to enhance usability and presentation, memorable in its unboxing experience, and aligned with the brand to appeal to eco-conscious consumers.
The Approach
We created Mow, a sustainable shaving kit that offers a luxury shaving experience while prioritizing the care of your skin and the environment. Every element, from eco-friendly materials to thoughtfully engineered packaging, was created to enhance the shaving experience while minimizing environmental impact. The kit balances high-quality performance, skin-friendly design, and sustainable practices, delivering a ritual that feels premium, intentional, and responsible.
Research
Why Razors?
Disposable razors generate landfill waste from plastics and metals, and few sustainable options deliver a truly premium experience. This gap creates an opportunity to redesign packaging and products that reduce waste while preserving luxury and usability.
A standard disposable plastic razor is good for 3 to 10 before it get blunt, and clogged - then off to the landfill it goes.
The EPA has estimated that there are at least 2 billion disposable razor which are thrown into the landfill every year.
In Gillette's new initiative to create sustainable cardboard packaging, they will eliminate an estimated 300 tons of plastic a year
Disposable razors can outlast generations, taking up to 1,000 years to break down in landfills every year
Brand Identity
Visual Direction
In defining our visual direction, we studied shaving brands: Gillette and Schick skew masculine and tech-driven, Billie and Flamingo are colorful and lifestyle-focused, while Harry’s takes a minimalist, witty approach.
From these insights, we shaped a gender-neutral, approachable, and playful identity—friendly and organic yet bold, with a subtle touch of humor that reflects eco-conscious values.
Logo
Mow’s logo was vdesigned to communicate a luxury yet friendly feel. Both the “m” and “w” have flared vertical strokes in dynamic angled strokes, to further refined look and allude to the blades of grass. The rounded shape of the type and the lowercased letters keeps it friendly and approachable.
Visual and Verbal Identity
The identity draws from nature and the idea of tending a personal garden. Green tones highlight eco-conscious values with a playful twist, while blue, orange, and yellow accents add vibrancy. Symmetrical patterns blend leaves and flowers with razors and blades, uniting grooming and garden imagery.
Packaging Development
Unboxing Experience
We crafted a packaging experience that transforms unboxing into a whimsical journey. The final design features a telescopic structure with a die-cut window at the center. As the customer slides the inner box out, a playful scene is revealed, creating a memorable and engaging unboxing moment.
Outcome
Packaging
We wanted to stand out on the shelf by moving away from current trends and creating something uniquely quirky, appealing, and timeless. By incorporating our two mascots and floral-inspired patterns, the packaging blends the worlds of grooming and gardening. Inside, the design remains simple and intuitive for the customer, with a playful hidden surprise tucked beneath the center of the box.
Video Pitch
In addition to designing the packaging, we produced a video pitch to showcase both the product and Mow’s mission of planting a better future. The video takes on an infomercial style, infused with the brand’s playful tone and quirky language.
Reflection
Our Takeaways
Mow proved that sustainability and luxury can coexist in personal care. Our 100% paperboard design earned a Shout-Out in the 2023 Paperboard Packaging Council Inspiration Gallery, validating our approach to replacing plastics with recyclable, brand-forward solutions.
The project taught us that details matter, from structural integrity to storytelling, and that sustainability becomes most impactful when paired with humor, personality, and user delight.