We worked with Fussy 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 how it affects the planet. As a direct-to-consumer startup, they needed a brand that could punch above its weight—clear, memorable, and ready to grow. When we started, it was just the two founders and an idea.

The Idea
Smell good. Do good. Feel good. That line became a foundation for a brand that’s as optimistic as it is responsible. We built an identity that feels modern and approachable, avoiding the worthy or clinical tropes often associated with natural products. The name encourages people to be proudly particular, and the logo includes a quiet but playful detail—the curved ‘f’ subtly mimics the shape of raised arms, a discreet nod to armpits and the product’s purpose.The product design by Blond Creative and imagery by Veega Photography and Fussy.