London’s popular sustainable personal care brand Wild has entered the eco-friendly packaging market with its refillable roll-on deodorant, attracting major brands and customers with its bio-based, reusable metal case and compostable refill pack. In 2020, Wild established itself as a leading player in sustainable personal care with the launch of its reusable, refillable stick deodorant system. This system replaced single-use plastic, offering compostable refills and sleek metal.
The brand is now expanding with the same design and strategy philosophy, debuting in the UK market with the famous ‘roll-on’ deodorant format. This new roll-out has given Wild the chance to work with London’s famous industrial innovation and design agency, Morrama.
The refillable roll-on deodorant merges style, low waste, and ease of use. The design identifies the persistent hurdles encountered with other refillable roll-ons, including a weird mechanism and untidy pour-in refills, which call into question the adoption of the roll-on appeal format. Wild’s roll-on has confidently taken on the responsibility of promoting this format, with caution, alertness, and awareness, to meet the trend toward style and comfort.
The handy roll-on deodorant ‘anywhere anytime’ convenient option is a solution to live up to the long, tiring day to fill it with fragrance again to wake up for a fresh new day. Its recyclability policy helps with the seamless recycling process. Wild has always been leading ahead with its new fragrance and impressive packaging design.
Co-founder of Wild, Freddy Ward, said,
“The decision to launch roll-on format was inspired by the consumer insight data. The data highlighted that the broader segment of capable customers was hesitating to use a stick, as a spray or roll-on was their first choice. So, we came up with a roll-on format to fulfil this demand.” Further, he proudly mentioned the product as a ‘North Star’ of the project, promoting zero plastic in the refillable element.
The creative and founder director at Morrama, Jo Barnard, said,
“A major insight from our existing product development in personal care claims that refillables are operative when they’re enjoyable and worthy to use. Our aim was beyond designing a product; it was to make it feel and look premium without sacrificing Wild’s sustainability values. And it was also considered and carried out smoothly.”
26 January 2026
26 January 2026
23 January 2026
23 January 2026