Earlier this year, US personal care products company Energizer Personal Care changed its name to Edgewell Personal Care. The company is in the process of being spun off from Energizer Holdings, best known for its batteries, which necessitated this rebrand. The new corporate identity was developed by Beardwood&Co in New York.
Beardwood&Co came up with the name, which conveys being on the cutting edge. The company is primarily known for its razor brands, including Schick and Wilkinson Sword, and edges are of known importance to such products. The company symbol is a humming bird, which are described as "small, agile and innovative", qualities that Edgewell wants to be associated with. Other collateral uses a blue-green "glow of innovation" as a visual theme. Beardwood&Co also designed to company website, which launched this week.