The text 'JOSHUA FRAY' in bold, light yellow capital letters with a black background.

Wild REBRAND

Wild was already stocked in major retailers across Europe and the US, but the packaging wasn't pulling its weight. A different colourway per SKU meant zero brand blocking and poor shoppability on shelf. The brief? A global redesign that premiumised without losing Wild's signature boldness. A unified peach palette with clear callouts - built for brand blocking and a smoother shopper journey, rolled out from master designs into every major market globally. Including a Walmart US launch FSDU that flew off shelves from day one.

Two refillable deodorant packages on a pink background. The package on the left is turquoise with text 'Wild', 'Refillable Natural Deodorant', and product details, including 'Reusable case for life' and 'Plastic-free refills'. The package on the right is pink with the same main text, featuring cotton imagery, and indicates it is a refillable deodorant with cotton and sea salt fragrance, with details about aluminum-free and 24-hour odor control.

BEFORE/AFTER

Hand holding a Peanuts-themed Snoopy refillable deodorant container against a pink background.
A promotional display featuring a honey and cactus flower scented refillable deodorant by Emma Bridgewater. The deodorant is surrounded by honeycomb pieces, with honey dripping from them, and a pink flower next to the product. The background is a soft pink.
Display of Wild brand refillable deodorant products on a colorful stand, featuring multiple deodorant cases in blue, pink, purple, green, and blue, along with a sign promoting refill and usage instructions in a retail setting.
Display stand for Wild brand refillable deodorant with a hanging container of deodorant, featuring some products with floral and tropical themes. The sign emphasizes the deodorant is aluminum free, with options for various scents, and provides instructions for using the product.