Softsoap Brand World

Role: Lead Designer, Writer (design sections of guidelines)

Softsoap enlisted our team to create a cohesive vision that would unite the off-pack expressions of its liquid hand soap and body wash lines, following individual packaging redesigns.

The new system draws from the transportive, illustrative artwork and vibrant color featured on pack, bringing to life Softsoap’s “Innocent Jester” brand archetype through joyful copywriting and expressive lifestyle photography. We documented the refreshed brand expression, usage guidance, and brand history in a 68-page guidelines document, created in Google Slides to serve as a living, evolving resource for the brand team.

Additional Activations

Created prior to brand world project kickoff to inspire clients and generate excitement around new Softsoap Body pack illustrations

NOTE: Please do not distribute any materials displayed on this portfolio page. The designs showcased are created for demonstrative purposes only and are the intellectual property of their respective owners. I do not claim ownership of any of the displayed designs, unless otherwise specified.