Non Standard was founded by our studio's founder to challenge a deodorant category that speaks either to adults or to young children, leaving youth athletes somewhere in between. Built from firsthand experience with youth sports, the brand was shaped around the reality of school, practice, games and tournament weekends.
As both founder and creative lead, we took Non Standard from an initial idea to a fully operating brand: positioning, identity, packaging and art direction, alongside product development, sourcing and manufacturing of its custom bottles, the ecommerce experience, and the go-to-market across DTC, Amazon and retail.
