Non Standard

I created Non Standard to challenge a deodorant category that speaks either to adults or 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 founder and art director, I took Non Standard from an initial idea to a fully operating brand. I led the positioning, identity, packaging and art direction, while also developing and producing the product, sourcing and manufacturing its custom bottles, building the ecommerce experience and bringing the brand to market through DTC, Amazon and retail.