Rollr is unashamedly upmarket. It’s also a deodorant – but it competes with luxury fragrances. That makes it a new idea for people’s brains (and desires) to absorb. Mother Design has given the refillable deodorant a name, visual identity, tone of voice and bottle design to make it than just sustainable. Rollr is designed to be a permanent object of desire, with a sculpted glass bottle, a cooling steel or naturally unique gemstone roller ball, and indulgent fine fragrance-inspired scents.
Rollr founder, Milo Pinckney, had an idea for an innovative, natural, sustainable, and refillable roll-on deodorant that leaves users feeling physically clean, fresh, and as if they aren’t wearing anything at all. To help make his vision a reality, Pinckney partnered with business incubator, Broody (also part of the Mother Family) and Mother Design, to develop the brand idea and strategic direction of Rollr. With many natural deodorants already on the market, the immediate task was to determine what would truly differentiate the brand.
Mother Design’s category audits showed that the natural deodorant market has often relied on outdated sustainability cues, with products that felt primarily functional. No brands were leaning into pleasure, despite the growing demand for sensorial and mind-body stimulation in beauty and personal care. As sustainability increasingly becomes a hygiene factor, Rollr taps into the shift towards products that balance responsibility and indulgence, with a product that can be displayed beside treasured fragrances rather than banished to the bathroom cabinet.
The distinctive bottle co-created by Mother Design, Pinckney and product designer, Joshua Oates, moves beyond the functional and disposable aesthetic of typical deodorants. A modular and patented screw-top neck allows for easy refilling, reinforcing Rollr’s commitment to sustainability. Unlike plastic roll-ons, Rollr features a cooling steel roller ball, with optional gemstone upgrades – Rose Quartz, Green Aventurine, and Blue Dumortierite – that enhance the sensory experience with a gentle massage. The darkened glass bottle is complemented by light pastel tones, reflecting the natural ingredients of each scent, including mandarin, vetiver, and clary sage.
The name, Rollr, inspired by the product’s roller ball feature, is the only familiar aspect of the product, ensuring instant recognition amid an otherwise unexpected reinvention of the category. The brand’s tone of voice reflects the mindset of a ‘conscientious hedonist’ – a persona developed by Mother Design to describe someone who embraces pleasure while being mindful of environmental impact. The brand voice is bold and expressive, featuring phrases such as “Damn you smell good” and “For pleasure and planet.”
The logo is a custom-drawn wordmark with elegant serifs and a liquid-like curve extending from the bowl to the leg of the R, echoing the cooling, fluid nature of the product. The counter of the ‘o’ is rotated to suggest a rolling motion. The clean and modern Kalice typeface is used throughout the brand, a refined yet understated contrast to the more expressive elements.
Unlike deodorants that simply mask odour or antiperspirants that block sweat, Rollr introduces the first-ever combination of anti-odorant and de-perspirant ingredients – a water-activated, cooling crystal formula that refreshes skin while allowing it to breathe. By allowing customers to add their own water at home, the refillable bottle drastically cuts Rollr’s environmental impact. This approach reduces the packaging required to make, ship and recycle the refills by 90%, compared to other competitors in the market.
Inspired by luxury perfume campaigns, Mother Design has developed an art direction and photography style that presents the product confidently lit and floating in space, resembling a jewel about to land in the user’s hand. Subtle touches of blur and shadow enhance the tactile and sensorial experience. Dreamlike imagery of outdoor landscapes further evokes the sensory escapism that comes with indulging in pleasurable scents.
Milo Pinckney, founder, Rollr, commented, “Deodorant has been stuck in the past – cheap, plastic, and an afterthought. Rollr reinvents it as a pleasure-driven ritual, combining sustainability with fine fragrance cues and an unforgettable sensory feel. Mother Design understood our vision from the outset and brought it to life with a brand identity that reflects both indulgence and responsibility. Their approach was deeply collaborative, ensuring that every aspect of Rollr, from the bottle to the brand world, aligned with our commitment to creating a refillable deodorant that feels as good as it looks. Their expertise in blending aesthetic sophistication with original, category innovation has helped define Rollr as a brand that is actively reshaping the deodorant category.
“Working alongside Mother Design to reimagine how a deodorant should feel, look, and function, we have crafted a product that redefines expectations and prioritises sensory pleasure within sustainable design.”
Jo Tulej, creative director, Mother Design, added, “Working with a start-up and founder requires a different approach and a way of working that aligns with their stage of business. This meant a highly collaborative and iterative process, where the brand was developed alongside the bottle design and scent formulations, creating a truly multi-sensorial design experience.
“We set out to create a deodorant you’d be proud to display, not hide in a bathroom cabinet. Rollr elevates an everyday product into an indulgent ritual, designed to be kept, refilled, and enjoyed like a favourite fragrance. This project allowed us to take an essential product and reimagine it as a truly beautiful object—one you never want to throw away.”
Credits:
Client & Founder: Milo Pinckney
Design Agency: Mother Design
Executive Creative Director: Kirsty Minns
Creative Director: Jo Tulej
Designers: Hyo Jung Lee & Solenne Pages
Copy Director: Sarah Grech
Motion Director: Iain Acton
Product Photography: Veega Studio
Product Design: Mother Design, Joshua Oates & Milo Pinckney
