Score
The Deodorant Designed to Move With You
Blumo redefines the deodorant experience by positioning it as a personal self-care ritual that emphasizes mobility and expressiveness. Its branding strategy, encapsulated in the concept of 'Everyday Momentum,' integrates a unique visual identity and refillable packaging, appealing to consumers looking for both functionality and personal expression in their daily routines.
Mindsparkle: Behind the scenes Dolrid DATE August 09, 2026 EDITOR Mindsparkle Mag The Deodorant Designed to Move With You In Thailand’s tropical climate, deodorants are typically designed around performance. Most brands communicate freshness, protection and efficacy through highly commercial visual language, leaving little room for design to shape the experience itself.Blumo takes a different direction, reframing deodorant as a modern daily self-care ritual: personal, expressive and easy to carry without insecurity.
The identity was designed by Dolrid, built around the idea of “Everyday Momentum,” positioning Blumo as a small companion that moves throughout the day.This idea carries into the wordmark, where a flowing line connects the “m” and “v” from the momentum formula p = mv. Flipped horizontally, the form becomes the “um” in Blumo.The packaging extends the system through a refillable format, with replaceable deodorant sticks housed within a reusable outer case.
Each scent is inspired by beverages associated with different moments — Icy Lemon Vodka and Matcha on Cloud translate familiar drinks into bold colors and a simple visual system, giving each scent its own expression. Unlock all insights with Plus Unlock everything with Mindsparkle Mag Plus.
Get exclusive access to Premium features: Behind the Scene Project Insights Early Concepts Working files Font & Color Details Key Learnings Submission form Bookmark & Collect Community access Support the Mag Mindsparkle Plus Yearly Insights €5/ month Save -25% billed yearly Mindsparkle Plus Quarterly Insights €7/ month billed quarterly Sign up to Plus
Blumo's innovative approach to deodorant branding and packaging represents a significant shift in personal care marketing, making it highly relevant and novel for brand strategy professionals.