Dawn Creative has been tasked with guiding ‘the world’s first and only 100% plastic-free and refillable deodorant stick,’ Shift, through a complete branding strategy prior to the product’s launch before the end of the year.
Crafting a unique, playful, and appealing name, visual identity and voice for the brand, Dawn has ensured that Shift is ready for market, with a growing order waiting list already in place.
Working across all elements of branding, from name to visual identity, voice, and culture, Dawn collaborated with Shift to craft a bold, expressive, and original brand. Seeking to highlight the features that make Shift so unique, the Dawn team moved away from the soft pastels and neutral images typically used in the personal hygiene sector, instead selecting a vibrant palette and celebratory imagery that stands out as something other and align with the changing values signalled in the name.
Oli Furze, design director at Dawn, said: “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.”
Keeping packaging in mind throughout the branding process, the Dawn team ensured that Shift’s brand identity was encapsulated throughout, with a fluid logo, human-focused imagery, and expressive design.
Shift founder Jonathan Winstanley added: “Working with Dawn was enjoyable at every step, from meeting Dave, who clearly has a real knowledge and expertise for brand, to working with the wider team in developing Shift as a brand.
“Dawn were also super helpful in recommending partners for photography and other services – I wouldn’t hesitate to recommend them and have done so to many others already.”
