Armed with data about how people shop in stores, deodorant brand Curie is overhauling its brand.
Seven-year-old Curie makes natural deodorant products formulated for active lifestyles. The brand’s refresh includes its packaging, direct-to-consumer website, logo, and messaging. While Curie began as a DTC brand, the rebrand is heavily based on insights from 4,300 Walmart stores, where Curie began selling its products in 2023, founder and CEO Sarah Moret told ADWEEK.
Curie worked with branding agency Gander on the rebrand. Until now, Curie’s branding had been handled by Moret herself and freelance designers, she said. Curie was also featured on an episode of Shark Tank in 2022, where Moret successfully raised $300,000 from celebrity investors Barbara Corcoran and Mark Cuban in exchange for 10% equity and 4% advisory fees.
