PROJECT: CURIE
SCOPE:
Brand Strategy, Branding Design, Packaging Design, Shopify Website Design, and photography creative direction
DEODORANT PACKAGING DESIGN
Retail-ready starts before the shelf.
Curie had a product people loved and the momentum to grow. First Pick built the identity, packaging, and digital system to help the brand show up with the clarity and consistency retail growth requires.
THE IMPACT THAT FOLLOWED THE REBRAND
4300
Walmart locations
3+
Other major retailers:
Anthropologie, Nordstrom, Bloomingdales
$10M
Curie scaled past $10M in revenue
1,000+
Target Stores
1M+
Deodorants sold in one year
WHERE IT STARTED
The product was ready. The brand needed to catch up.
The Deodorant Packaging Design Transformation
Curie’s founder had built something real, a deodorant and personal care line with genuine traction, loyal customers, and a clear need for a brand that could carry it into retail.
Getting onto the shelf at Target or Walmart is not just a sales conversation. Buyers are looking for brands with packaging that communicates quickly, earns attention, and gives customers a reason to choose it.
So First Pick rebuilt the brand, from the identity and packaging system to the Shopify website and visual foundation Curie needed to grow across new SKUs, formats, and retail environments.
The work had to hold its own next to national brands with bigger budgets and stretch as new scents and products launched. It had to feel at home in the natural personal care category without blending into it, clearly communicate that Curie was a natural deodorant that actually worked, and give each scent a distinct presence on shelf.
That was the shift from early momentum to retail-ready.
HOW WE BUILT IT
Clear enough to shop fast.
Distinct enough to remember.
Deodorant and personal care is one of the most crowded shelves a brand can live on. Dozens of products competing for the same few seconds of attention.
The Curie system was built to cut through without shouting. Clean, fresh, immediately legible, and recognizable at a glance.
As Curie expanded into new scents and formats, every new SKU had a clear place within the system. Each product could stand on its own while still feeling unmistakably Curie. That's the power of deodorant packaging design rooted in strategic branding.
From shelf to spotlight
As Curie moved onto larger retail shelves, the coverage followed.
Built to be picked
Curie’s growth was not about making the packaging prettier. It was about building a brand system that could work harder in the moments that matter.
On the shelf. Online. In retail conversations. Across every new SKU and every new retail door.
The product created the momentum. The brand made that momentum easier to believe in.
That’s what First Pick is built to do.
A Word from Curie’s Founder
“First Pick did a whole rebrand for my company Curie, designing our packaging, website, merch, and everything in between. We got our products on the shelves at Nordstrom and Bloomingdales shortly after the rebrand :) They are professional, responsive, and always deliver what we need on time. I couldn't recommend the First Pick team enough!”
Founder & CEO
