Softsoap Brand Identity
A well-rounded and distinctive shape
Leveraging the unique holding shape of the existing Softsoap logo, a new, flexible distinctive asset was born. The Softsoap "window" serves as a grounding element for packaging, a holding shape for photography, or a frame for any type of content, scalable to any size, ratio, or brand color.
A recognizable, yet refined and cleaned-up logo
The existing logo was 3 colors, using a silver shadow element which added complexity to printing without much added value. The shadow was removed, creating a cleaner shape.
The distinctive Softsoap navy blue was adjusted to be slighter brighter, conveying more energy and freshness, while the letterforms were gently simplified while retaining their unique characteristics.