The story: Found in the medicine cabinets of many homes, Tweezerman tweezers are known as much for their ability to grasp the smallest of splinters or hairs as they are the brand’s famous lifetime sharpening guarantee. The 35-year-old brand has grown from modest entrepreneurial beginnings into a recognized company with a wide range of beauty tool products. Due to a desire for a more professional appearance for the Studio line and a need to accommodate the strict guidelines of Sephora, Tweezerman’s top retailer, the brand turned to packaging and branding firm Swerve Inc. for a complete overhaul.
The challenge: The Studio line was housed in a multitude of plastic extrusions of many different lengths and sizes with white injection molded caps, which made easily distinguishing the brand difficult. Adding to the confusion, the packaging closely resembled Sephora’s private label and obscured the product from the consumer’s view. The new packaging would need to streamline the various sizes and formats while fitting in the Sephora display cube, have a simplified and more professional-appearing closure and increase brand recognition — all while reinforcing the product sharpness and cosmetic positioning.