Evolution Repositioning Expansion Retail Strategy Design & Experience Strategy Brand Intelligence

ASUVI

Good for you, better for the planet.

ASUVI is an Australian based natural deodorant brand, that approached us to create a brand system and bespoke deodorant canister that could communicate its commitment to natural, reusable products while still feeling refined, approachable and commercially considered. The challenge was to balance a sense of premium quality with a grounded connection to nature, appealing to people seeking a more conscious lifestyle without feeling overly niche or rustic.

The design responds through a clean and flexible visual system built around simplicity, reusability and considered detail. A core monochromatic palette accented by blues and natural tones convey timelessness and environmental responsibility, while neutral, welcoming typography supports clear and honest communication. Graphic elements inspired by the product’s fundamental components create structure and flexibility across the brand, reinforcing ASUVI’s focus on clean living, sustainability and thoughtful design.

A clean, considered system

ASUVI uses a core black and white palette to express the brand’s clean, minimalist nature while creating a sense of quality and refinement. This is supported by a considered range of muted blues, inspired by the ocean and the natural environment. These tones introduce a softer, more grounded layer to the identity, reflecting ASUVI’s commitment to sustainability, clean living and a closer connection to nature, while allowing the timeless simplicity of black and white to remain central to the brand system.

This is tied with ASUVI’s typography suite that creates a neutral yet friendly look and feel, using subtle details to build a soft but effective visual language. The logo, set in Citerne, is supported by Hot Sans, a straightforward sans-serif typeface with a slightly technical yet approachable feel.

Exploded view of a white ASUVI compostable natural deodorant refill container showing its four separate parts.

A system built from simplicity

Building on the soft, rounded forms already present in ASUVI’s branding, the graphic system creates a flexible and ownable visual language. Inspired by the three core components of the deodorant, the case, mechanism and refill, these shapes become simple building blocks that can shift in scale and proportion across the brand.

Used as full-scale layouts, callouts or information containers, the system helps organise communication with clarity and consistency. It also reinforces the thoughtful construction of ASUVI’s products, visually reflecting the brand’s commitment to reusability, clean design and considered living.

Close-up of a translucent blue ASUVI device with rounded edges on a blue background.

Embossed minimalist water droplet shape with a curved line inside on white textured paper.

Two modern, minimalist containers, one standing vertically in blue and the other in white leaning against it with a translucent lid.

Two hands holding a white ASUVI compostable natural deodorant refill container against a clear blue sky.

Step-by-step diagram for refilling a pen: pinch sides to remove refill, wind stick down, insert new refill and click clip, wind stick up to use.

ASUVI refillable natural deodorant in Cedarwood Vanilla scent with white packaging.

White cylindrical deodorant container placed inside an open light blue ASUVI packaging box with refill instructions and sustainability information.

Flatlay of ASUVI compostable natural deodorant refill in Rose Neroli scent with packaging showing disposal instructions and slogan 'Works Hard. Wastes Nothing.'

Flatlay of ASUVI compostable natural deodorant refill packaging with Rose Neroli scent, featuring eco-friendly messages and barcode.

Packaging with purpose

We developed a full packaging system for ASUVI, built around the soft, rounded forms of the brand. The structure draws from the three core components of the deodorant, the case, mechanism and refill, using them as the building blocks of the design system itself.

The packaging was also designed with sustainability in mind, reflecting ASUVI’s environmental focus and commitment to considered living. Each pack is printed on uncoated stock to support recyclability and is designed to open easily for more straightforward disposal. This unwrapping experience also creates space for additional information, including instructions, case features, product benefits and disposal guidance, reinforcing sustainability as a key part of the ASUVI brand experience.

Two ASUVI compostable natural deodorant refill containers, one blue and one white, with the blue cap floating above the blue container, against a blue gradient background.

Top view of eight ASUVI compostable natural deodorant refills arranged in a circle, each with different pastel-colored lids.

Outdoor billboard advertisement featuring ASUVI refillable deodorant with text messages about self-care, refilling, and planet-friendly efficacy.

ASUVI brings together clean design, thoughtful functionality and a clear commitment to sustainability. From the restrained colour palette and approachable typography to the rounded graphic system and considered packaging structure, every element reinforces the brand’s focus on reusability and everyday ease.

The result is a refined and practical identity system that feels premium without losing its natural warmth. It positions ASUVI as a more conscious choice for daily care, making sustainability feel simple, accessible and beautifully considered.