flint edge
Flint Edge was launched in January 2007 by Virgin Vie co-founder Ratan Daryani. Ratan’s extensive knowledge of cosmetics retailing enabled him to give us a very accurate brief for the range, which was to be an English mens range that appealed to the stylish, masculine man who cared about his overall appearance, but who didn’t have time to mess around with too many lotions and potions.
The combination of strong, stylish packaging, premium ingredients and sensitive pricing led to a fast and very successful launch, establishing the brand in major London department stores within the first six months. Flint Edge can now be found in House of Fraser, Fortnum and Mason, Fenwick in Bond Street and Brent Cross, Whole Foods Markets, Mankind, Salon Skincare, Look Mantastic, Errol Douglas, Fordham Soho, Claudio Contrasti and is listed amongst the designer brands on the UnderU web site. The range has featured in Zoo, The Sunday Times, Men's Health, The Daily Express, Daily Mail, Stuff and GT. Flint Edge now has major distribution agreements across the World.
The hallmark of all Flint cartons is their level of detail, surface finish and tactility. The combined effect communicates precision and quality, very positive attributes in a mens range.
Not all white tubes are the same. These were chosen for their depth of whitness, soft touch finish and sculpted caps.
The combination of strong, stylish packaging, premium ingredients and sensitive pricing led to a fast and very successful launch, establishing the brand in major London department stores within the first six months. Flint Edge can now be found in House of Fraser, Fortnum and Mason, Fenwick in Bond Street and Brent Cross, Whole Foods Markets, Mankind, Salon Skincare, Look Mantastic, Errol Douglas, Fordham Soho, Claudio Contrasti and is listed amongst the designer brands on the UnderU web site. The range has featured in Zoo, The Sunday Times, Men's Health, The Daily Express, Daily Mail, Stuff and GT. Flint Edge now has major distribution agreements across the World.
The hallmark of all Flint cartons is their level of detail, surface finish and tactility. The combined effect communicates precision and quality, very positive attributes in a mens range. Not all white tubes are the same. These were chosen for their depth of whitness, soft touch finish and sculpted caps.
LINKS
Working with PBD is a delight. Unlike other design agencies I've worked with in the past, PBD has a strong commercial focus to the way that they design. My brief for Flint Edge was to create a range that would stand out on the shelf but at the same time say quality and innovation. I believe that PBD achieved this with Flint Edge which is why I continue to work with them to develop the brand as it grows.
Ratan Daryani
Managing Director
Working with PBD is a delight. Unlike other design agencies I've worked with in the past, PBD has a strong commercial focus to the way that they design. My brief for Flint Edge was to create a range that would stand out on the shelf but at the same time say quality and innovation. I believe that PBD achieved this with Flint Edge which is why I continue to work with them to develop the brand as it grows.
Ratan Daryani
Managing Director