An identity with heavyweight flavor befitting the big ambitions of Harry’s Inc., parent company to disruptive CPG brands including Harry’s (shave), Flamingo, Cat Person, and more.

A bold identity with heavyweight flavor befitting the big ambitions of Harry’s Inc., parent company to disruptive CPG brands including Harry’s (shave), Flamingo, Cat Person, and more. Establishing this identity brought full circle a design project from a decade earlier – creating the visual identity for Harry’s shave. The challenge here was to differentiate the parent company from the shave brand – conveying kinship but also hierarchy; personality without feeling too much like a consumer brand; and an authority that doesn’t take itself too seriously.

In a digital context, the wordmark restructures as a responsive set of movable parts, channeling the dynamic and ambitious logic underpinning the work of pioneering new brands and the playful spirit guiding their endeavors. Harry’s Inc. has cultivated a family of lovable lifestyle brands valued at 1.7 billion.