New Logo and Packaging for Brut by Beardwood

First sold as a line of cologne in 1964 by cosmetics manufacturer Fabergé with manly spokespeople like Joe Namath, Muhammmed Ali, Wilt Chamberlain, and Kelly Le Brock (who is not manly, but brought the manly out in men), Brut, owned by Helen of Troy Limited since 2003, has grown to include after shave and deodorant and become one of the more well-known grooming brands for men. Tasked with evolving “Brut’s identity and packaging to push volume among current and lapsed consumers by reestablishing ‘The Essence of Man’ as a brand for me today”, New York, NY-based Beardwood helped Brut introduce a new design in late 2013. Sample of the old look. Rooted in the past, Brut had to transition and reintroduce itself to consumers. We had to increase perceived perfo