Team
RDLB
Services
Brand Positioning Narrative Strategy
Visual Identity
Packaging Design
Copywriting Campaign
Social Assets
Storytelling
Market Differentiation
About
Rebuilding Relevance for a Natural Trailblazer: How a bold final benefit reignites your brand power.
Founded in Portland in 2010, Schmidt’s began as a personal mission: a natural solution created in a kitchen by a mother-to-be concerned about traditional deodorants. It grew into an award-winning natural brand before being acquired by Unilever. Today, Schmidt’s stands at a pivotal point—ready to evolve again.
The Challenge
Revitalize Schmidt’s to expand its emotional relevance, brand authority, and cultural accessibility — without losing the spirit that made it iconic. With declining visibility and growing competition, the brand needed to rediscover its voice and reassert its value.
The Market
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Low Awareness: Dropping off consumer radar despite high-quality product credentials.
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Digital Dormancy: Stagnant online presence eroded consumer connection.
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Positioning Drift: Brand identity diluted between hyper-progressive messaging and functional efficacy.
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Competitor Growth: Rivals like Native, Dove, and Lume outpaced the brand in emotional engagement and visibility.
The Insight
Today’s consumer doesn’t just want efficacy—they want transparency, safety, and values they can stand behind. From new mothers to yoga practitioners to everyday athletes, people are searching for more than just odor protection. They want peace of mind.
We uncovered a universal emotional tension: the fear surrounding what we put into our bodies—especially when it comes to long-term health, hormonal impact, and skin sensitivity. That fear becomes heightened during life’s most intimate and vulnerable moments—pregnancy, parenting, performance. What if deodorant could take that fear away?
The Big Idea
Peace of Mind.
A new platform, formula, and mindset. Schmidt’s Peace of Mind became more than a product line—it became a movement. A rallying cry for clean confidence, skin safety, and living boldly without compromise.
Brand Execution
1. Product Innovation & Visual Identity
We guided the design of the new elliptical cardboard tubes: sleek, minimal, and sustainable. Each bold color signals scent and character, while the structure reflects both modernity and ecological responsibility.
2. Health-Led Storytelling
We positioned Schmidt’s Peace of Mind as the safest choice for the most sensitive people—mothers, babies, athletes—backed by science and ethics. No aluminum. No alcohol. No parabens. No baking soda. Just natural confidence.
3. Inclusive Appeal Across Life Moments
From game-day hangs to downward dog to postpartum bonding, we created communications that reinforced: Peace of Mind is for everyone. No matter who you are or what stage of life you’re in, confidence should come without compromise.
4. Origin Story Power
We re-centered founder Jaime Schmidt and her origin story. Her journey from kitchen experiments to nationwide success isn’t just inspiring—it’s proof of how empathy and innovation create products people trust.
5. Platform Activation & E-commerce
Across social and e-commerce, we delivered scroll-stopping assets that drove both emotion and action. With taglines like “Natural Confidence” and “Peace of Mind.” we activated both relevance and conversion across platforms like Amazon and Instagram.
