Two Times Elliott’s identity for Fussy embraces the unpredictable graphic language of stickers

London-based design studio Two Times Elliott have developed the identity for plant-powered refillable deodorant Fussy, a product born from its founders desire for more sustainable self-care solutions. This motive is carried across the brand, not only in the concept of the product and its natural formulas, but also in Fussy’s opposition to green-washing. Inspired by their contemporary and historical significance within activism, Two Times Elliott began with the notion of stickers, using their action and aesthetic as a graphic and metaphorical device. Alongside its sentiment of ‘spreading the word,’ the charming, informal and unpretentious aesthetic firmly roots the brand in the contemporary world, warmly reminding the audience that it is a product and a message for the here-and-now. The sticker aesthetic was implemented partly due to the work that had been done prior to Two Times Elliott’s involvement, whereby the sustainable packaging solutions had already been decided. “We explored the original project and created a language with unique messages,” Creative Director James Horwitz tells us, “it was a simple, sustainable and cost-effective solution, this way Fussy didn’t have to go through a whole new round of production.”