The goal was to create a reusable deodorant brand that feels premium, minimal and stylish. All without compromising environmental responsibility.
Product render built in Blender
Product render built in Blender
Circular imagery emphasises the refillable concept and the restrained colour palette presents the product as a premium everyday essential rather than a disposable piece of plastic.
The brand challenges the traditional disposable deodorant model by introducing a durable yet aesthetic outer case with refillable inserts. By transforming a routine purchase into a long-term product relationship, nue reduces waste while improving the customer's everyday ritual.
A lot of the research into reusable deodorant revolved around the brands Fussy and Wild. This is what inspired the design choices for the logo. A few developments that included logo marks alongside 'nue' were trialed, however the text alone better served the minimal aesthetic.
The display typeface (Canela Medium), used exclusively for the logo, demonstrates the brand's premium nature. The supporting typeface (FreightText), allows for better readability across packaging and digital interfaces.
The decision to use only a slightly different font for the logo was made to ensure there was a distinction between the two, but without compromising the premium and minimalistic identity.
