Our research began by analyzing the existing body-care market while focusing on deodorants. We discovered many un-gendered underarm products; however, most had a limited selection, available online only.
We conducted a survey to gain insight into people's habits, preferences, and pain points. Of the 50 people surveyed, we found that:
One of the other key insights we found is that people are primarily motivated to buy based on scent, meaning they will purchase deodorants regardless of how it is gendered. Otherwise, they are not looking to mask their natural smell but would like something that performs well. In addition to this survey, we conducted several interviews. From this, we synthesized our data into two user personas:
With an understanding of user needs and preferences in mind, we determined that our brand's attributes were Fun, Human, and Outspoken. Based on these attributes, we established a mood board, type, and iterated on a logo.
There were a few key factors to consider in our approach to designing Bo. Our key differentiator was presenting as many options as possible without overwhelming consumers. Otherwise, Bo's unique personality needed to translate across all other media.
We decided on a biodegradable push-tube in four scents, with each available in varying levels of intensity. To reduce packaging, scent levels are indicated by a transparent sticker on the lid.
Point of Purchase
Since many of those surveyed prefer buying body care products in a traditional retail space, we also had to consider how to display a point of purchase display.
Bo's personality needed to be properly translated across various media channels. We designed with people in mind, so our photography style highlights real folks while keeping it personable.