Morrama shortlisted for DBA Design Effectiveness Awards 2026

Morrama has been shortlisted for the DBA Design Effectiveness Awards 2025 for our work on the redesign of the Wild Refillable Deodorant V2.0. This project marks the next evolution of the original product we designed in 2019.

The brief

Originally launched in 2019, the Wild Refillable Deodorant case and refill system was brought to market by Wild as a plastic-free, refillable alternative to conventional deodorants. Our brief for the 2024 launch was to update the case and refill on the basis of four years of customer feedback, with key goals including improved user experience, reduced materials and improved sustainability.

Design outcomes

• 17% reduction in material usage and a design for disassembly to enable easier recycling.
  
• Backwards compatibility: the new case works with the old refill and vice versa, ensuring customers of the original version did not have to replace their systems.
  
• UX improvements included removing buttons on the case to make it more accessible, enlarging the winding mechanism for ease of use, and redesigning the refill to reduce residual product waste.
  
• Material reductions included a 20% cut in plastic and a 16.5% reduction in aluminium content, along with glue-free assembly to enable simpler end-of-life separation.

Commercial impact

Since the redesign, Wild’s growth trajectory has remained strong. The brand has shipped over 40 million refills to date, helping to avoid the equivalent of 720 tonnes of disposable deodorant waste.
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In the broader business context, Wild in 2023, just three years in, revenue grew 77% to £46.9 million and Wild had its first profitable year, posting pre-tax profits of £509,000. In 2024 with the launch of the updated deodorant case design, they doubled their deodorant sales in UK grocery within nine months to £14.9 million. It was this rapid expansion that earned them a place as the fastest growing personal care brand in the Sunday Times top 100 list in July 2024. (Although Wild launched a second personal care product in late 2023 the figures posted are based on the deodorant alone).
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What this means for Morrama

Being shortlisted for the DBA Design Effectiveness Awards boulsters our ability not only to deliver distinctive aesthetic and functional design solutions, but also to achieve measurable business and sustainability outcomes for our clients. The Wild deodorant redesign demonstrates how strategic design investment can drive material innovation, user satisfaction and brand growth.

Thank Wild for their continued collaboration, and look forward to the years ahead. We’ll share further updates once results are announced.

For further details about the project, please refer to our Wild Refillable Deodorant V2.0 case study.

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