Dawn Creative has redefined deodorant branding with Shift, the world’s first plastic-free, refillable deodorant stick.
- Dawn’s branding for Shift embraces vibrant, bold aesthetics, setting it apart from traditional hygiene product designs.
- Design Director Oli Furze emphasises the brand’s sustainable and exuberant nature, crafted to be distinct.
- Dawn ensured that Shift’s identity remains consistent across all branding and packaging elements.
- The branding strategy involves a collaborative effort, highlighting Dawn’s expertise and commitment.
Dawn Creative has embarked on a revolutionary journey, redefining deodorant branding with Shift, hailed as the world’s first and only 100% plastic-free and refillable deodorant stick. This innovative product is set to hit the market by the end of the year with a robust branding strategy to ensure its success.
In a departure from conventional pastel and neutral themes prevalent in the personal hygiene sector, Dawn has embraced vibrant and celebratory imagery. This bold aesthetic choice aligns with the changing values signalled in the product name, Shift, setting it apart as an innovative, environmentally conscious choice for consumers.
Design Director Oli Furze articulated the brand’s ethos, stating, “Our aim with Shift was to highlight not only a new product, but a new approach. With our branding, we wanted to indicate that this product was something different to everything else on the market. Sustainable, ethically sound, but also exuberant and glad to be different.” This statement encapsulates the essence of Shift’s branding initiative, focusing on its unique identity.
Throughout the branding process, Dawn ensured that Shift’s brand identity was reflected across all elements, from a fluid logo to human-focused, expressive design. The emphasis on sustainability and originality was a focal point in developing a cohesive visual and cultural narrative for the brand.
The collaboration between Dawn and Shift Founder Jonathan Winstanley was marked by mutual understanding and a shared vision. Winstanley praised the team’s expertise and the enjoyable process, highlighting the importance of collaboration in achieving the desired brand identity. He remarked on the value added by Dawn’s recommendations for partners in photography and services, solidifying their role in the successful brand launch.
Dawn Creative’s innovative approach has poised Shift for a notable entrance into the market, showcasing the power of expert branding.