Bulletproof – Soapsmith New Brand Identity

Award-winning London-based soap and body care brand, Soapsmith, has relaunched with contemporary new branding and packaging created by global independent brand design agency Bulletproof.

Founded in 2012 by Sam Jameson, Soapsmith has created a loyal cult following for its crafted and uniquely scented handmade soaps and body care products. Inspired by the character and vibrancy of London locations, Soapsmith have always used the highest quality, natural ingredients to deliver a superior product focussing on the excellence of the scent and fragrance. They knew they needed to step up from their passionately humble, independent beginnings to take the next step in their journey towards realising their true potential.

Bulletproof was briefed to review the Soapsmith brand, rationalise the portfolio and streamline the business in readiness for a rebrand and relaunch through positioning, tone of voice and design, creating a brand world that would take Soapsmith to the next level.

Nick Rees, global creative director and Bulletproof partner comments: “After some serious research into the consumer and category, we soon realised that our consumers were faced with a sea of bland, faux-Scandi visual identities that lacked real depth and personality. We saw an opportunity to bring colour and personality back into the category and tell the Soapsmith brand story through a disruptive and bold redesign.

“Centred around the design idea of ‘Urban Artistry’ we sought to capture the unique backdrop of London that inspires the scents of Soapsmith’s products while retaining the craft and creativity that the brand pours into all its products.”

“We worked in collaboration with locally renowned illustrator Tom Abbiss-Smith to create bespoke illustrations for each of Soapsmith’s seven unique scents. Each illustration was inspired by the textures, typography, street art and other sensorial experiences unique to that area.”

“Our new brand identity combines inspiration from fashion house monograms and urban, industrial typography to create a strong, urban word marque that was balanced with a refined logo. Considered application of gold foil across the pack allowed us to add small touches of luxury that felt premium yet accessible.”

“We also identified the need to rationalise the Soapsmith portfolio – simplifying the offer to return the brand to its heartland of quality, hand-crafted soaps, hand washes and body lotions. With this new focussed range, we were able to re-centre the brand’s efforts and solidify what Soapsmith stands for.”

“The overall result is a bold and strikingly beautiful brand that reflects the quality and uniqueness of its handcrafted products and the London backdrop that inspired them.”

Soapsmith founder, Sam Jameson comments: “The Soapsmith brand is bold, daring, urban and soulful, and for the first time ever, it has a design that reflects this both visually and verbally. Working with Bulletproof was a dream – from the rigorous strategic thinking to the beautifully crafted designs, no stone was left unturned and the resulting strategic design work is beyond what I ever imagined it could be.”

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