Razor brand Wilkinson Sword began life as a weapons manufacturer 200 years ago. In contemporary times, it has not been able to overtake category leader Gillette and now must also fight against new entrants such as Athena and Harry's.

B&B Studio has created a new identity for the brand that transforms its previously one-dimensional logo into a design that introduces dimension to both the crossed-sword illustration and its wordmark. The W in the wordmark has been redrawn to have sharper points and cuts. Everything is set against black—a premium look—but each type of razor has been assigned its own color to make on-shelf recognition easier.