I worked with Fussy's founders to create the original brand for a new kind of deodorant — natural, refillable, and designed to make sustainability feel simple and desirable.

The Challenge
Fussy entered the personal hygiene market with a clear mission: to make people more conscious about what they put on their skin and its impact on the planet. As a direct-to-consumer startup — at the time just two founders and an idea — they needed a brand that could punch above its weight from day one.

The Idea
Smell good. Do good. Feel good. That line became the foundation for a brand as optimistic as it is responsible. The identity feels modern and approachable, deliberately avoiding the worthy or clinical tropes of natural products. The name encourages people to be proudly particular — and the logo carries a quiet detail: the curved 'f' subtly mimics raised arms, a discreet nod to the product's purpose.

Product Design: Blond Creative Photography: Veega Photography and Fussy