Creating a premium deodorant refill in a category built on primary-coloured plastic.

The challenge

As Shift entered a new phase of growth, the brand needed its refill packaging repositioned to align with a more premium direction.

What we did

Packaging Design

Brand Design

Brand Refresh

Clichés we rebelled against

The refillable natural deodorant category is built around brightly coloured, reusable plastic cases in playful shades from mint to hot pink, designed to be collected and swapped like a lifestyle accessory. It’s an approachable, gift-shelf look that suits those brands but reads as consumer plastic rather than premium grooming.

The approach

We moved away from the category’s coloured plastic cases towards white kraft paper and colour blocking, trading playful for considered. Clean typography and premium materials replaced Shift’s more decorative history, and a new QR code linking to the brand’s sustainability mission gave the back of pack a purpose beyond ingredients, a use of space the category rarely bothers with.