Apicure is a family run business from northern Greece, that produces soaps and cosmetics (and other similar products) with natural ingredients – most important of which, is honey, which they also produce!

Some of the first products they ever created, were their soap bars with propolis. It was later expanded into a line of products that include various natural ingredients like, pollen, donkey milk and laurel oil, along with the original propolis. The original packaging, featured handmade elements in simple craft paper boxes. They looked more like hand made products sold online, than an actual professional product line, that featured high quality soaps that can stand in any shop’s shelf.

The soap packaging, was among the first of the company’s assets that was re-designed after we designed the company’s new visual identity and brand. The packaging design, represents an affordable luxury line (casual lux), while it distances itself from the original “handmade” packaging.

Our aim was to create a line of products that even though they offer an elegant and luxurious feel, they are natural and affordable. A soap that can be used every day, despite being of high quality.
Each soap has its own icon to easily distinguish it and emphasise the main natural ingredient.
Despite they different design elements, all of them follow the same layout and feature the company’s new logo. The soap bars themselves, are “stamped” with the new logo icon that can also be found on the box.

Black and white were chosen as the main colours in order to reinforce the luxurious feel of the soaps, reinforce the simple but elegant design, but also to make the printing process easier. The boxes were made with black paper, screen printed with white ink. The boxes feature a “matchbox” design for easy access.