Cornerstone, a British technology start-up in the men’s shaving market, has turned to Berry M&H to develop an innovative packaging solution for their new range.
Unlike other FMCG brands that sell through bricks-and-mortar stores, the only way to get hold of Cornerstone products is online at cornerstone.co.uk with a flexible, regular delivery of their shaving products – the idea being that men always have everything they need for a great shave, without the need to shop.
The unusual online-focussed flexible subscription model means that Cornerstone is able to break a number of packaging conventions – not needing to worry about shelf-ready packaging for instance, the brand chose to have its distinctive logo at the base of the tube – colour-matched to the cap to form a seamless block of its signature red.
On-pack copy is also displayed vertically – with consumers not making a purchase decision in store, read-ability on a shelf environment wasn’t important, and the team opted for an information-heavy, distinctive text presentation style instead. Cornerstone also wanted to match the silver base of the packaging closely to their brushed aluminium razor handle – a process which involved close working between both teams to create the exact silver tone required.
Oliver Bridge, Founder & CEO of Cornerstone commented on the new products, “being able to work with such an expert partner like M&H was incredibly helpful. We’ve essentially built a brand from scratch, with no prior industry experience, so having the team on hand to advise and find solutions where problems arose was invaluable.”