RELOAD

How can legacy Italian brand Borotalco become more relevant to Gen Z?

Understanding a New Generation

Research across consumer behavior, sustainability trends, and the deodorant market revealed that younger audiences no longer viewed personal care products as isolated purchases, but as part of broader systems shaped by identity, rituals, values, and ongoing engagement. The opportunity wasn't simply designing a new deodorant, but reimagining the relationship between the brand and its users.

The Solution

That insight led to RELOAD, a connected ecosystem designed to transform everyday personal care into a more engaging and sustainable experience. We designed a refillable deodorant system supported by branded refill stations, a digital experience, loyalty and gamification mechanics, educational touchpoints, and a refreshed visual identity that positioned the product as something consumers would want to keep rather than replace.

From Product to Ecosystem

The refillable canister became the entry point into a continuous experience. In-store refill stations allowed users to return empty cartridges, unlock rewards, track their impact, and learn more about sustainable habits through an interaction designed to feel rewarding rather than instructional. Every touchpoint was intentionally connected, creating a seamless relationship between product, retail, digital, and brand experience.

Built for Participation

Rather than treating sustainability as a single product feature, RELOAD demonstrated how Borotalco could build long-term loyalty through a system that made sustainable behavior tangible, enjoyable, and emotionally meaningful. The concept established a strategic framework for repositioning the brand with younger consumers and was presented to leadership before being purchased by the client.