In Thailand’s tropical climate, deodorants are typically designed around performance. Most brands communicate freshness, protection and efficacy through highly commercial visual language, leaving little room for design to shape the experience itself.

Blumo takes a different direction, reframing deodorant as a modern daily self-care ritual: personal, expressive and easy to carry without insecurity. The identity was designed by Dolrid, built around the idea of “Everyday Momentum,” positioning Blumo as a small companion that moves throughout the day.

This idea carries into the wordmark, where a flowing line connects the “m” and “v” from the momentum formula p = mv. Flipped horizontally, the form becomes the “um” in Blumo.

The packaging extends the system through a refillable format, with replaceable deodorant sticks housed within a reusable outer case. Each scent is inspired by beverages associated with different moments — Icy Lemon Vodka and Matcha on Cloud translate familiar drinks into bold colors and a simple visual system, giving each scent its own expression.