The statistics are stark: 26 million disposable packages end up in landfill every day. Rollr sought to create an antidote to this, by transforming an easily disposed item, underarm deodorant, into something to be kept and treasured. Shifting the perception of sustainable products from functional to indulgent.

We defined the solution as, “Conscious hedonism", the idea that we shouldn't have to choose between what feels good and what is good. To translate this philosophy into physical form, we disrupted category norms by drawing inspiration from high-end perfumery rather than typical deodorant packaging. A sculpted glass bottle features a modular, patented screw-top which can be refilled with zero waste sachets. This custom method reduces packaging and shipping materials by 90%.

The brand language creates a balance of structure and fluidity, to evoke Rollr’s longevity and its smooth, refreshing application. An elegant custom wordmark and deep burgundy primary colour draw inspiration from the world of perfumery. The brand’s motion design continues the rolling motif, with a rippling effect that mirrors the glass bottle’s surface texture.

Vertical grid lines signal the strength and permanence of the bottle’s paneled glass body. The clean and modern Kalice typeface creates a refined contrast to the more expressive elements.

We defined a sensorial photography style for the brand, shot by Veega Studio, which shows the statuesque bottle through blurred and dynamic viewpoints, capturing what it feels like to apply the product and enjoy its unique scents.

The Conscious Hedonist tone of voice leans into the fact that we shouldn’t have to choose between what feels good, and what is good. Manifesting in a gutsy, magnetic voice, it encourages customers to indulge responsibly.