Softsoap Packaging
Structure and label artwork refresh
To help the brand live more fully into its new mission, the Softsoap packaging portfolio needed some adjustments to help shoppers find and navigate the brand, and to help elevate the visual and tactile experience of its product. A coherent structural shape language across portfolio tiers creates brand distinctiveness, while clean and simple graphics let its "window" distinctive asset shine.
A more sophisticated rounded shape language
Although known for its iconic rounded shape, the existing Softsoap structure had become stale and looked comparatively less sophisticated in relation to newer brands such as Method and Mrs. Meyers.
Leveraging a rounded shape language, straight sides were added to enable stronger cohesion across sizes, while a the shallow depth was maintained to maximize brand blocking at shelf.
Packaging design strategy: architecture through size, "window" treatment, product & finish
Each tier within the portfolio architecture is differentiated through carefully chosen visual and tactile cues that signal unique benefits
and enable easier & faster navigation at-shelf.
Label artwork design strategy: architecture
A strategic visual language and label architecture enables clearer price and benefit differentiation across brand tiers and between the
hand soap and body wash categories. Existing imagery is optimized to enhance color and photography or illustration.