Case Study

Pretty Frank

Naming, branding and packaging for a natural bodycare company
Pretty Frank

Natural deodorant that tells it like it is.

Formerly known as “Primal Pit Paste,” this family-run natural deodorant brand earned cult status among hardcore fans for its uncompromising honesty and product purity. But as the company expanded, it needed a new name and a new look to appeal to a wider audience and accommodate an expanding lineup of body care products, while staying true to its endearingly blunt, tell-it-like-it-is tone.

As Pretty Frank, the brand leads with witty and sassy language on its packaging, helping consumers navigate the confusing and conflicting messaging found in the “natural” aisle, while poking fun at the inherent humor of body odor. The new name and packaging itself strikes this balance with products that are unisex, pretty enough for the most aesthetic “shelfies” and filled with formulas that are among the simplest and most effective on the market.