Fresh, blue, and unwaveringly cool: Mythology returns to evolve iconic personal care brand Harry’s

Since its debut as a direct-to-consumer (DTC) razor subscription service, Harry’s has steadily evolved into a highly regarded grooming and personal care brand, offering body wash, skincare, and hair care – all in evocative, earthy, herbaceous scents – available in shops and pharmacies across the United States. Having crafted the original identity for Harry’s back in 2013, the team at New York-based creative and design agency Mythology, together with the support of COLLINS, returned to lead a fresh and exciting rebrand, marking their most significant visual transformation in 12 years. As Founder, Partner, & Executive Creative Director, Anthony Sperduti puts it, they had to move away from the “now exhausted DTC aesthetic” and match the brand’s growth from a single product to a whole platform. Harry’s voice is unique in the personal care space, so it was essential to capture the spirit and charm that make it special. “Our approach,” he says, “was really, ‘how do we substantially elevate the look and feel without losing that signature wit and personality?’” The most noticeable change is, alongside a reimagined bottle shape, an electric blue leading colour, which unifies the previously disparate product lines while guaranteeing striking shelf standout. “We looked at every variation of blue in this range – truly! – and this shade won for its combination of uniqueness, ability to translate on a range of materials, and ability to beautifully brandblock,” notes Partner Sophie Mascatello.