ASCENT/
BRANDING & IDENTITY, ART DIRECTION
2025
2025
BRIEF
*Dragon Rouge Firestarters Competition*
How can we design packaging for a product that makes it stand out on a shelf, something that breaks the norm?
PROBLEM
The deodorant industry is built on shaming odor, with nearly 1 in 3 people still worry about smelling bad in social situations.This way of positioning deodorant disconnects it from performance-based activities like climbing, where sweat is a natural and necessary part of pushing your physical limits.
INSIGHT
For rock climbers, a notoriously odorous group, the issue isn’t sweat or smelling bad. The issue is anything that breaks focus from the send and interrupts a climb. Climbers rely on tools such as shoes, and chalk that enhance performance and propel the body, not control it.
BIG IDEA
ASCENT is a deodorant redefined as technical equipment, it’s a tool for the climb. Built to sit alongside your climbing equipment, it removes odor so nothing holds you back from the climb and keeps you pushing your performance limits.
Role: Brand Designer
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