Shift, a bold new startup, is poised to disrupt the beauty industry with its innovative, refillable, plastic-free deodorant. As the demand for sustainable products continues to rise, Shift is carving out a unique space in a market that has long been dominated by plastic-heavy practices. With a clear mission to inspire a shift in consumer behaviour toward sustainability, Shift approached Dawn, a creative agency known for its expertise in branding, to help bring this vision to life.
The collaboration between Shift and Dawn began with an intensive brand workshop, where the two teams dove deep into Shift’s values, purpose, and overall brand personality. Dawn’s process included naming the brand, developing its identity, and creating a visual presence that reflects Shift’s mission to lead a revolution in the industry.
Jonathon Winstanley, Founder of Shift, praised the experience of working with Dawn:
"Working with Dawn was enjoyable at every step, from meeting Dave, who clearly has a real knowledge and expertise for brand, to working with the wider team in developing Shift as a brand."
The result was a bold and expressive visual identity, with a name that perfectly encapsulates a transformation in mindset—“Shift.” Dawn’s team designed a vibrant, celebratory colour palette to reflect Shift’s dynamic personality, and the abstract mark symbolising freedom and movement was developed to visually express the brand’s core values.
Dawn also focused on creating a human connection within Shift’s identity, aiming to empower consumers to embrace individuality and be part of a collective movement toward sustainability. This unique approach extended to Shift’s packaging, with creative touches like stickers featuring the strap line “zero waste beauty,” making the brand recognisable and adaptable across various mediums.
With Shift set to launch soon, the collaboration between the two companies has already positioned the startup to make waves in the sustainable beauty industry. Dawn’s expertise in crafting a memorable, purpose-driven brand has set Shift up for success, as the company prepares to lead the charge toward a more eco-conscious future.
