Fusion was Gillette’s new breakthrough shaving system with a 5-blade shaving surface and trimmer on the reverse side. Gillette wanted a dynamic, modern, technological name that communicated the duality of these shaving surfaces in one razor. Toniq’s approach was to brainstorm name platforms with our copywriters, then each writer worked independently. All names were vetted by our strategic team for optimal brand and criteria fit. Fusion went on to become the #1 high performance wet shave system globally.
Fusion Craig Swanson