Nue: Sustainable Deodorant Brand 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.

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.

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.

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)