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Urbaner: Elevating Shaving to a Fashion Statement with Innovative Design and User Experience

Deeeep Creative Lab's Urbaner project has set a new benchmark in the grooming industry by transforming the act of shaving into a statement of personal style. Inspired by insights from Japanese male magazine media and consumer research, Urbaner recognizes the evolving perception of facial hair in Japan, where grooming is increasingly seen as an expression of individuality rather than just a routine. The project's core objective was to create a location-specific product and communication strategy that resonates with the style-conscious Japanese market, emphasizing shaving as an integral part of modern fashion.

Urbaner's design integrates high-quality Japanese-made razor blades with a compact, portable trimmer tailored to local grooming habits. The product's thoughtful engineering ensures quick, precise beard adjustments, catering to the needs of busy urban men. Complementing the product is a visually engaging, one-page website that streamlines the user journey from discovery to purchase, while the packaging design delivers a memorable unboxing experience. The use of varied fonts and minimalist aesthetics reinforces the brand's "Everyone's CHIC is unique" philosophy, making each interaction with Urbaner both intuitive and stylish.

Beyond product innovation, Urbaner's strategy extends to building a vibrant online community where users can share grooming tips and experiences, further promoting the culture of self-expression through facial hair. The project overcame the challenge of introducing a new grooming philosophy in a market known for its high design standards by focusing on user experience, impactful brand communication, and community engagement. The Silver A' Design Award recognizes Urbaner's outstanding creativity, technical excellence, and its role in redefining grooming culture for Japanese men.

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