Re-focusing the Softsoap brand from product-centric to mission-centric
Design Research
Brand Strategy
Brand Communications
Brand Architecture
Cross-Functional Collaboration
Packaging Design
Softsoap
Brand Mission
Although a common household staple known for its iconic "aquarium" bottle, by 2017, Colgate-Palmolive's Softsoap brand had become commoditized, lost in a sea of competitors and losing market share to a steady stream of new, small but ever-growing niche brands.
To help drive the brand toward its goal of creating stronger brand equity by 2020, I initiated and developed a strategic re-positioning of the Softsoap brand, grounding a new mission in core consumer insights and macro trend analysis. Along with a new brand strategy and communications platform, the brand's architecture, identity, visuals, and packaging were refreshed to solve for consumer pain points and more closely align the brand to its newfound direction.
The proposal was pitched to marketing leadership in 2018, and while the holistic approach was never fully adopted, some elements were leveraged in work after my departure from Colgate-Palmolive, including the adaptation of the idea to Hum by Colgate via a partnership with meditation app Headspace.
In collaboration with
Dana Gold
The Brief & Background
Over the course of my first 6 months as Design Manager for the Softsoap brand, I thoroughly analyzed the state of the brand from a strategic and executional perspective and identified a significant gap between the marketing team's ambitions for 2020 and the 2017 state. As a recommendation for closing the gap, I developed a proposed brand overhaul, including the refresh of the brand's identity system, foundational strategy, and iconic packaging.
Identity Refresh
A refined logo, color palette, shape language, and verbal tone of voice was developed with a focus on strengthening key distinctive assets.
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Brand Strategy
Through deep analysis of hand soap category buyers and the competitive landscape, a new purpose-driven mission and brand personality were developed.
Packaging Structure & Labels
An evolved packaging structure shape and refreshed label artwork brought the new brand identity, distinctive assets, and personality to life at shelf.
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