In the crowded men’s grooming space, Journey is breaking new ground with a luxury natural deodorant that redefines the category by drawing inspiration from premium men’s fragrances. Tasked with creating a brand identity that captures the essence of both power and elegance, we at Underscore developed a design concept that celebrates the raw beauty of nature while conveying modern sophistication.

At the heart of Journey’s visual identity is a minimalistic approach that exudes premium quality. The packaging design features a clean black-and-white palette, utilizing textured white paper to evoke a tactile sense of purity and natural refinement. This subtle yet distinctive aesthetic positions Journey as more than just a deodorant—it’s a product that feels like an extension of high-end men’s cologne.

One of the standout elements of the branding is the clever use of typography. The brand name, “Journey,” is set in a bold, modern Helvetica font that embodies confidence and clarity. In a unique design flourish, the ‘O’ in “Journey” is cut in half, symbolizing the sun setting on the horizon—an elegant nod to the natural world and the product’s role in carrying users from day to night with ease.

The brand imagery further amplifies this connection to nature, using powerful black-and-white visuals of the Australian landscape. These scenes of rugged beauty, including rocky cliffs and expansive coastal views, reinforce Journey’s focus on natural ingredients while simultaneously offering a sense of grounded luxury. The stark contrast between light and dark in the imagery mirrors the product’s duality, transitioning seamlessly from morning freshness to evening sophistication.

Journey isn’t just about functionality; it’s about a sensory experience that elevates the everyday. The brand was designed to make the user feel empowered and elegant, carrying them through the day with confidence. By positioning itself as a premium brand within the men’s fragrance space, Journey disrupts traditional natural deodorant codes, offering a product that feels as refined as it is effective.