Boldking
Nine years. One razor. The razor that kicks ass, but also shaves it! Being part of the madness of a startup, now scale up, taught me a thing or three. But every day I managed to keep the brand the brand. With care and conviction. Identity, packaging, campaigns, digital, retail.
A decade of creative work:
A new brand story: We love hair
Razors make no distinction between hair. Hair is hair. And hair is Boldking's entire reason for existing. This insight became the new brand promise: We Love Hair. An ode to all hair, everywhere. Simple, inclusive, and a little unexpected for a shaving brand. Exactly the kind of reframe that makes a category feel new again. Last year our radio campaign won an Audify Award for best Dutch commercial.
A new platform, a brand new look
After nine years on our own platform, we moved to Shopify. Leaner, more intuitive and a genuine reason to rethink everything at once. A new platform deserved a new look. So alongside the migration we revamped the entire identity, building a visual language around Boldking's new strategic position. Adaptable imagery, a system designed to stretch across digital, packaging, and campaign.
With a product portfolio to match
Razors are a commodity. And to be fair, shaving is kind of boring. The packaging is where you make the case for something better. At Boldking, every box, every cartridge, every insert was a design problem worth taking seriously. Margins are tight in subscription: every extra gram of material costs something. So you learn to do more with less. From the materials to the finish, every detail and decision was mine: the way it looks, smells, feels in your hands and on your skin.
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Ivo is a great manager with an inexhaustible creative drive and perseverance. I could not have wished for a better manager and start to my creative career. He thinks along with you, gives you freedom, trusts you, and lets you learn from your mistakes.
— Noud van der Grift
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Ivo is an outstanding mentor with a rich experience in advertising and design. He challenged and encouraged me to look at different perspectives. He is fast-thinking, inspiring and absolutely passionate about designing and concepting. He has made me improve in so many ways by thinking with me and giving me great feedbacks, he has made me feel empowered by always respecting my ideas and suggestions.
— Stone Shi