B&B studio has partnered with Edgewell-owned Wilkinson Sword to rebrand and revamp its shaving and grooming portfolio, introducing contemporary design confidence while re-emphasizing the brand's unique heritage. The rebrand cements Wilkinson Sword's role as the ultimate challenger to brand leader Gillette in the face of new market entrants and direct-to-consumer offerings. 

Working to a new brand positioning - The Blade Masters since 1772 - inspired by the brand's 250+ year history and sword-making origins, B&B studio began the project by recrafting Wilkinson Sword's iconic double sword logo. The new design moves away from the existing flat and one-dimensional graphic, introducing greater depth and character to the swords, and modernizing the logo's typography – including reworking the Ws with sharp and purposeful cuts. A new "Since 1772" tagline stresses the brand's longevity and expertise, adding quiet confidence to the execution.