Dawn gives a Shift with sustainable deodorant branding project

Stockport-based design and branding agency, Dawn, have delivered on a contract to create a complete identity for sustainable deodorant brand, Shift.

Shift will launch before the end of 2024, and with a growing order wait list, is the world’s first 100% plastic-free and refillable deodorant stick.

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 aligns 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, commented:

‘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.’