For the redesign of its mens’ grooming line for the European market, Gillette wanted to evoke masculinity, cleanliness, and innovation. Desgrippes Gobe transposed the massucline, high-tech brushed-steel surface of the company’s best-selling razor onto the plastic containers of its aftershave colognes and deodorants. Blue and green were used for the Labels because of their associations with freshened and cleanliness.