Helmm
WHAT WE DID
Brand Design, Industrial Design, Structural Packaging
DESIGN TEAM
Jochen Schaepers, Stuart Harvey Lee, Adrian Candela, Tamara McCarthy Mayoral
OVERVIEW
Startup personal care brand Helmm came to Prime Studio because of our full-service design capabilities when they were looking to disrupt the deodorant category. We worked with them to develop the brand strategy and positioning for launch as well as designing a patented, refillable deodorant system and finally their packaging system.
They launched to great accolades from the press including Forbes, High Snobiety and Men’s Health who said “The most luxe packaging we've ever seen, with four heavenly scent options from a top French perfumer.”
Pit & Planet friendly
From the outset Helmm’s goal was to create a more sustainable deodorant brand but it was also important that the brand had a premium feel and positioning. We worked with them to identify their core customers, developed a compelling visual design language to attract them and embarked on an extensive naming exercise.
Once we had a good feel for the core tenets of the brand we moved into product design with an eye on optimal sustainability. Our revolutionary, patented refill system uses 60% less plastic than a standard deodorant dispenser.
The key to this was our discovery that we could remove the standard central wormscrew mechanism and spin the product up a screw thread located on the inner walls of the container itself. Helmm worked with a renowned French perfumer to develop their signature, premium scents so another innovation we incorporated was to allow the refill cartridge to be changed at any time to allow the user to choose the scent which matched their mood.
Finally we developed 2 different sets of packaging for them - a robust shipper system for their online sales channel and gift set packaging for premium retail stores like Saks Fifth Avenue. After all Business Insider did say “Typically, you wouldn't buy a man deodorant as a gift, but Helmm is far from average”
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