Buddy-Buddy designed the packaging for the teen-centric personal care brand Miles, exemplifying a well-rounded approach to engaging young users and their parents. Catering to the unique needs of adolescents, Miles emerges as a pioneer in its category with Buddy-Buddy’s distinct design expression. Expertly fusing vibrant hues with scent-inspired artwork and chiseled typography, the packaging unfolds into art, distinguishing the brand from conventional products. This strategic design captures attention on crowded shelves and resonates with its teenage audience, fostering self-esteem and assurance through its thoughtfully crafted packaging layouts.
Miles is a new deodorant brand specifically formulated for adolescents. Buddy-Buddy was hired to create the brand’s design expression, from visual identity, art direction, and packaging to promotional assets and collateral. The brand launched online and in select Target stores in 2023. Miles is a first-to-market deodorant brand for adolescents, meaning their products would be merchandised in the saturated mens deodorant category.
Our design solution aimed to differentiate from both staid legacy brands and brash young-adult products while resonating with the brand’s two target audiences: its users (teenagers) and buyers (parents of teenagers). The brand’s vibrant palette delivers stopping power on-shelf, critical for a new brand in a crowded product category. The scent-inspired artwork and chiseled typography translates effortlessly from packaging to art direction, elevating the brand above category clichés. The abstract simplicity of packaging layouts resonates with the target user segment, instilling self-respect and confidence.
