Since 1851 and decades to follow, the very definition of cool was an ACE comb in the back pocket of every red-blooded American male.
As the historical brand of choice for "real men" like James Dean, Elvis, and The Fonz, the ACE comb epitomized quality, durability, and masculinity. But as style and grooming trends evolved over the years, parent company Newell Rubbermaid recognized the need for a brand overhaul and fresh approach to their product assortment and design.
Our ethnographic centered development process uncovered "gender-bending" insights that set the design direction for a new line of products traditionally perceived as female, including tweezers, scissors, nail clippers, and, of course, the classic comb where it all started.
Boombang was able to help ACE expand its product line to include ergonomic, multi-functional, and modern grooming tools for hair, face, hands, and feet. The new line is precision-engineered and ruggedly styled for a new generation of men who want grooming to be simple and their trade tools to be well made.
This complete brand makeover not only provided ACE a strategy to grow alongside America's ever-evolving style and fashion trends, but it also allowed them to reestablish themselves as a dominant player in determining those trends and once again be a leader of the pack.
By decoding the 150-year-old brand equity ACE had in the industry and the modern man's grooming attitudes and archetypes, Boombang was able to help Newell set the standard for the next decade. The creation of a dozen patented products for ACE has allowed them to tap into and disrupt the burgeoning $33 billion global male grooming market while successfully resurrecting an iconic American brand.