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Marloe
Soft, skin-first branding and a direct-to-consumer store for a sensitive-skin deodorant.
(Overview)
Marloe makes a gentle sandal and fig-leaf deodorant for sensitive skin. We built a brand as soft as the formula, small enough to live in your back pocket and warm enough to stand out in your feed.
The challenge
Natural deodorants either look clinical or look like candles. Marloe wanted the calm of a skincare brand and a store that sells a subscription without feeling pushy.
Our approach
We paired a soft lowercase wordmark with a warm clay-pink stick, and styled every shot with fig, denim and afternoon light. The Framer store leads with scent and skin benefits, then makes the refill subscription a single tap.
Wordmark and colour system
Stick packaging and refill pack
Framer store with Shopify subscriptions
(Results)
After launch
+38%
Repeat purchase rate
4.9★
Average rating
27k
Subscribers in six months
“Customers say it feels like skincare, not a deodorant.”
—
Clara Hughes, Founder, Marloe
