Brut, by Fabergé. Much like Stetson, I have always considered Brut cologne to be for my parents’ generation. This is still the case, but with this new branding developed by the design firm Beardwood & Co., they appear to be making an admirable attempt to attract today’s 18-34 crowd.  The classic logo with floral elements has been replaced with a chiseled and sporty san-serif wordmark  on a black shield.  Along with the new clean look there is also a new tagline, “the essence of man”.

Simple changes, but I am willing to bet they will be effective. After all, what dude wouldn’t want to smell like “the essence of man”? I am not too proud to admit that my deodorant and body wash of choice, Old Spice, is likely due in large part to their branding. Of course I like the fragrance of my Old Spice, but the no-holds-barred ferocious bears illustrated on my body wash container is what moved me to test smell it in the first place. Old Spice also tells me I chose this fragrance because I am “a commanding man”. Well, yes I am. Getting you to pick up the product for the test smell is more than half the battle. What do you think? Does this new branding  for Brut move you  to at least give it a sample whiff?