Nue Deodorant

Passion Project | Brand Concept

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The Concept

What if deodorant never went disposable?
Nue is a bold, sustainable deodorant brand designed around the idea of refillable rituals. Inspired by retro curves and clean routines, this concept reimagines what underarm care could look like if design and sustainability had always been the priority.

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The Creative Direction

The brief (from @briefclub) challenged designers to reinvent the deodorant experience. I built Nue with a nostalgic-meets-modern brand identity:

• Rounded, ownable type

• Soft, creamy textures

• A pastel-forward palette that felt fresh, not clinical

• Packaging that feels like a shelfie-worthy skincare product, not a throwaway

Each element was designed to make the brand feel intentional, refillable, and proud-to-be-on-display.

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The Outcome

The result is a brand that feels equal parts wellness, nostalgia, and design-led simplicity. Nue doesn’t shout — it glows. The system is cohesive across product, box, and social — making sustainability feel seamless and desirable.

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Deliverables

• Brand strategy + concept

• Logo design + brand mark

• Typography + colour palette

• Packaging design (3 scent variants)

• Refill system design

• Social media graphics

• Creative storytelling (carousel captions & mockups)