Taking Soapsmith from hidden local gem to major disruptor.
Soapsmith had the ambition to disrupt and challenge the category in a big way. At a product level, it had the edge; at a design level, the brand was stuck in the past and lacked the quality and distinctiveness of its products.
We saw an opportunity to bring character back into the category by capturing the unique backdrop that inspires Soapsmith’s products: London. Our core creative idea of ‘urban artistry’ expresses the raw grit of London juxtaposed with craft and imagination.
We worked with locally-renowned artist Tom Abbiss-Smith to create bespoke illustrations for all seven unique Soapsmith scents. Each illustration tells a sensory story inspired by the history, architecture, street art, and signage of the different areas of London.
Our new logo and wordmark combined inspiration from fashion house monograms and industrial typography to create an elegant balance and a sense of urban refinement.
As brand guardians, we continue to work with Soapsmith across all strategic and creative aspects of their business; we shape social media planning and activation, limited edition packaging and campaigns, as well as photography and visual content for continued brand consistency.
A considered application of gold foils across the packaging stays true to our design principle of ‘handcrafted flourish’, adding small touches of luxury that feel premium yet accessible.
Establishing a gift range has been key to increasing Soapsmith’s purchasing occasions for its consumer base. Like all of the packaging, these elegant boxes with gold embossed foiling contributed to Soapsmith’s most successful Christmas to date.