The mainstay of deodorant sticks; the U-wheel pack served Unilever’s four brands in almost a hundred countries and was ready for an upgrade.

Originally tasked with developing a revolutionary design across all four brands (Dove, Sure/Degree/Rexona, Axe/Lynx and Dove Men+Care); we quickly realised the step change for consumers and the cost of capital would be prohibitively high.

We iterated the brief to create a sophisticated design with lots of tiny details that add up to a significant benefit for the premium tier and brands.