Mother Design Wins Best of Show at DIELINE Awards 2025 for Rollr Brand Identity

Branding and design studio Mother Design has been awarded Best of Show at the DIELINE Awards 2025 for its work on the brand identity for Rollr, a new-to-market refillable deodorant that reimagines personal care through the lens of luxury fragrance. The project also secured a category win in Health, Body & Beauty.

The DIELINE Awards recognise the most creative, sustainable and impactful packaging designs globally, celebrating excellence in packaging design. Winners were selected after two rounds of jury judging and a final round led by the Jury Chairs. Rollr was named highest scoring project overall, chosen by both the jury and jury chairs as the standout entry for this year’s competition.

Rollr was born from Mother’s venture incubator Broody, with branding and design studio Mother Design to develop its entire brand world, including the product’s name, visual identity, tone of voice, and bottle design for its revolutionary refillable deodorant.

In a market traditionally dominated by functional, plastic-heavy formats, Rollr set out to challenge category norms, address environmental impact, and transform deodorant from a functional product into a luxurious, sustainable ritual of self-care, with a customisable roll-on that users can keep, refill and experience indefinitely. The collaboration repositions Rollr as a design-led object of desire - bridging beauty, fragrance and sustainability.

Category audits showed that the natural deodorant market often relies on outdated “eco” codes. Rather than borrowing cues from sustainable beauty, Mother Design took a luxurious approach that champions the indulgent. The expressive, elegant logo reinforces Rollr’s premium nature with a flourish on the R and rollerball inspired O, while the typeface evokes modern luxury.

The fluid shapes of the graphic device mirror the smooth product application. The brand’s rich purple is an intentional descent from the pastels and greens of the category.

Elevating the sensory experience further, Rollr features a choice of premium roller balls - steel or gemstones like Rose Quartz, Green Aventurine, and Blue Dumortierite - bringing a sense of ritual and personalisation to everyday care

Rooted in the brand idea of conscious hedonism, the belief that indulgence and responsibility should coexist, Rollr reimagines personal care as a ritual of pleasure with minimal impact. It combines sustainable innovation with sensorial indulgence, featuring the first-ever combination of anti-odorant and de-perspirant ingredients: a water-activated, cooling formula that refreshes skin while allowing it to breathe.

Its patented refillable bottle, developed in partnership with product designer Joshua Oates and founder Milo Pinckney, cuts packaging waste by 90% compared to traditional deodorants based on refill/formula weight versus brands like Wild, Fussy, Dove, and Nivea. 3D designer Oskar Graziosi and neuroaesthetic expert Saskia Wheeler also worked on the project, leveraging the science behind sensorial interactions to create an experience that truly exceeds expectations at multiple stages of the user journey.

Since its exclusive launch at London’s iconic John Bell & Croyden in late 2024, Rollr has rapidly expanded into other luxury retailers including Liberty London, Estelle Manor and Gleneagles. Rollr has also been named the best refillable deodorant by Vogue, and the world’s most beautiful deodorant by The Sunday Times.

Commenting on the win, Kathryn Jubrail, partner at Mother Design, said, “We’re incredibly proud that Rollr has been recognised as Best of Show at DIELINE. This project was an opportunity to bring desire to an unexpected category, showing how design can create equity for a new brand from day one. We wanted Rollr to stand out on-shelf and challenge people’s perceptions of what a deodorant can be. It’s been a privilege to work with Milo and the team to bring this vision to life.”

All winning projects will be exhibited at Luxe Pack New York, and featured on DIELINE, the world’s leading platform for consumer packaging design.