Two brand directions for a bold, non-toxic luxury deodorant — no aluminium, no alcohol, effective, and lasting up to four months. Prepared for founder review.
The live storefront (dolcevendetta.ro, a Shopify store, primarily in Romanian) leads as “dolce vendetta — your non-toxic, comfy brand.” Les Enfants Sauvages is the in-house deodorant line (Le Yuzu, Le Santal · 30ml roll-on · 145 lei), made in France. The current look is soft, minimalist wellness — under-leveraging its strongest, most premium assets.
The brief asks for bold luxury for rich women. The 4-month longevity, the zero-aluminium / zero-alcohol formula, and the French provenance are status-grade differentiators currently told in a “comfy” register. Both directions below dramatise them into a premium beauty proposition.
Brand the kit around Les Enfants Sauvages as the master house; keep dolcevendetta.ro as the cart/retail domain only.
“The Wild Children” — a maison, not a marketplace.
The hero product already ships as Les Enfants Sauvages, so name and product agree. “Dolce Vendetta” (Italian “sweet revenge”) mixes a second language and reads as a multi-brand reseller — but its edge isn’t wasted: Direction A folds the “sweet revenge” energy into its voice (revenge against toxic beauty) without making it the masthead.
Aa Sauvage
A deodorant that lasts up to four months. No aluminium. No alcohol. Made in France. The clean choice, refined into the powerful one.
Speak like a maison that has nothing to prove. Short, declarative, sensual. Frame clean beauty as the powerful choice, not the cautious one — revenge against everything toxic that came before. French restraint over American hype; one striking claim beats three soft ones.
Editorial chiaroscuro on near-black. A single shoulder, a collarbone, a wrist — affluent skin lit by one warm low key, deep falloff into shadow. The gold roll-on photographed like fine jewellery: macro on the brushed cap, a bead of product catching light. Botanicals — yuzu peel, sandalwood, a torn laurel leaf — scattered on dark stone. Restraint and skin, never a smiling model, never a bathroom shelf. Grain present, gloss absent.
Bold & rich women → opulent editorial darkness.
This is the visual register of fine fragrance and high jewellery, where affluent buyers already expect to spend. It reclaims the latent energy of “Dolce Vendetta” (sweet revenge) by aiming it at toxic beauty rather than the masthead. Cormorant Garamond’s blade-thin contrast plus gold-on-onyx is unmistakably luxury and a true premium repositioning away from the current “comfy” site — turning the 4-month, made-in-France story into marks of craft, not just function.
Aa Sauvage
Four months of wear from one roll-on. No aluminium, no alcohol — only essential oils, made in France. Proof, stated plainly.
Speak like a modern apothecary that respects the buyer’s intelligence. Proof over promises: name the ingredients, name the months, name what’s absent (no aluminium, no alcohol). Calm authority, generous whitespace in the copy too — one clean claim per line. Aspirational, never preachy.
Bright, exact, near-shadowless daylight on warm alabaster. Product macro as the hero: the roll-on stood on a linen-textured ground, beaded condensation, a clean cast shadow. Skin shown as evidence not seduction — a forearm swatch, a wrist, fresh and matte. Fresh yuzu and a sandalwood chip placed with surgical calm. A faint celadon backdrop card. Apothecary precision, museum lighting; no clutter, no bathroom, no stock smiles.
Modern-luxe for the buyer who reads the label.
The bright, clinical-chic counter to Direction A — built for the affluent buyer who reads ingredient lists and pays for proof. Fraunces over Manrope keeps it premium yet contemporary, closer in temperature to the existing site, so it is the lower-risk evolution while still a clear step up in polish. The lead turns longevity into status (“the last deodorant you’ll buy this season”); celadon, bronze and citron read clean-French-apothecary and photograph product beautifully for conversion.