Bringing to life a mould-breaking ambitious new product and brand – a new-to-world, eco-natural-luxury deodorant dense with story and detail. Innovated to boldly disrupt predictable and sustainably negligent category, Parudeesa appeals to the awakening consciousness of our time.

Through the eyes of the founders truths and quests, strategy took us on a journey through ancient Indo-Persian paradise gardens rich with artefact and mystical culture. The brand is named after its idyll – Paradise, inspiring a design system shaped by garden symmetry. This bold evenness of form in harmony with nature, deeply sensorial and essentially virtuous has been crafted to command attention within premium sales channels.

Entering the realm of the senses, the pure, unscented, core product, sits at the heart of the brand. For launch the quadrant parterre inspired elemental fragrances – fire, air, water and earth designed to heighten the senses and trigger emotional responses. Each fragrance is individually themed with purpose and sensory atmosphere.

The brand shaped deo bars are quality stamped with a deboss and micro cartoned in a substrate blend of recycled cotton and bamboo, decorated with textures and symbolic icons. Larger bars are presented in mould-breaking refillable screen printed bamboo boxes, reminiscent of ancient trinkets.

Strategy, Iconography, typography, TOV, illustration & pattern, structural design, sustainable substrates and boundary printing, build brand impression ready to roll out a global UK multi-channel experience where unselfconscious aesthetics convey a smart and distinctive choice.