Select Works

What I Did

Defined the brand messaging and wrote the website for launch, structuring how the product and refill system were explained from first introduction through repurchase.

The Context

ÉTICOS combined two audiences with different expectations: customers seeking proven deodorant performance and customers prioritising sustainability. Without clarity, the product risked being dismissed as either ineffective natural deodorant or purely an ethical purchase. The refill model (starter kit, refills and scents) added further complexity to understanding how to buy and use it.

The Strategy

I positioned performance as the primary promise and sustainability as supporting proof, creating a clear messaging hierarchy that built credibility before ethics. The website was structured around this logic — introducing a starter product first, then guiding customers through refills and scent choices — so the purchase journey explained the system rather than requiring interpretation.

The Impact

Enabled a clear launch narrative and purchase journey, allowing customers to quickly understand both why the product works and how the refill model functions.