Reimagining personal care as a self-expressive accessory for a new generation of digital natives.
Traditional personal care tropes fail to engage Gen Z consumers who prioritize authenticity over perfection.
As the most diverse and digitally native cohort in history, Generation Z values individuality, self-expression, and freedom above all else. For these consumers, beauty and care products have shifted into high-involvement purchases. They buy products that align with their identity and demand brands that are transparent, authentic, and reflective of their real lives.
To connect with this new audience, Unilever’s Rexona needed a complete departure from standard deodorant packaging. The challenge was to create a new product line designed from the ground up that speaks Gen Z’s visual language and transforms an everyday utility into a desirable personal statement.
Breaking traditional category codes to position a functional care product as a social-first lifestyle accessory.
Mildberry re-developed the product line's visual identity, bypassing legacy personal care cues to build an agile, modern aesthetic tailored to Gen Z’s cultural context.
We anchored the strategic platform in the core Gen Z belief that true beauty is rooted in self-acceptance and authenticity. Rather than relying on big, unachievable functional promises, the brand positioning was built around open, relatable, and straightforward communication.
We deliberately moved away from conventional deodorant packaging graphics. The new visual language was created to look and feel like a trendy fashion accessory—bold, fresh, and unpretentious—making it a product consumers actively want to feature on social media.
We aligned the product's visual identity with the informal, dynamic lifestyle of digital natives. By treating the packaging as a canvas for personal identity, Rexona transitioned from a hidden daily necessity to an organic attribute of self-expression.
A culturally aligned product line that successfully captured Gen Z market share through authentic self-expression.
The new Rexona lineup successfully established a direct connection with younger consumers by respecting their independence and aesthetic preferences. By trading dated category clichés for a fresh, fashion-forward visual identity, the brand created a product line that felt custom-built for Gen Z's daily routines and online presence.
The project demonstrated that even deeply established functional categories can be reinvigorated when brand strategy directly reflects the evolving values and self-identity of a new generation.