DORCO: The Kinetic Grooming Machine

Elevating a 70-Year Razor Heritage into a High-Performance Global Narrative

Overview

A global modernization project focused on revitalizing a 70-year heritage brand for Gen Z and Millennial audiences, aimed at unifying fragmented regional promotions into a cohesive global brand identity.

Strategic Context

Legacy Brand Stagnation

The challenge of revitalizing a 70-year-old heritage brand that struggles to maintain relevance and emotional affinity among Gen Z and Millennial consumers.

Geographical & Visual Fragmentation

The difficulty of unifying a brand voice across three disparate markets (Russia, UAE, Thailand), each operating under fragmented and inconsistent local visual standards.

Category Aesthetic Clichés

The saturation of generic, static razor advertising tropes that failed to capture the dynamic energy and high-performance expectations of modern grooming culture.

Core Decision

Aiming to synchronize fragmented global markets while modernizing a 70-year heritage, I established a universal visual language that redefined the brand's identity from a "Grooming Tool" to a "High-Performance Machine":

Repositioning as High-Performance Machinery

Synced the razor’s core engineering—ultimate performance, precise blade technology, and smooth gliding—with the visual lexicon of elite racing.

The "Continuous Track" Logic

Resolved geographical fragmentation by reimagining diverse global locations as connected segments of a single racing circuit, ensuring the campaign was locally relevant yet globally inseparable.

Visual & Narrative System

Immersive POV Narrative Design

Developed a unique storytelling structure where the camera adopted the razor’s point-of-view, creating a breakneck "sprint" through various environments to dramatize agility and power.

Futuristic Visual Grammar

Orchestrated a visceral visual style utilizing cyberpunk aesthetics and motion graphics. By visualizing aerodynamic friction as streaks of light, I transformed the act of shaving into a kinetic narrative that resonates with next-generation consumers.

Impact

Category Reframing

Repositioned the razor category from a functional grooming tool to a high-performance machine, leveraging a tech-driven aesthetic to disrupt outdated category perceptions.