Soap Cult Australia | Brand Strategy, Brand Design, Packaging Design, Print Design, Shopify Design

Soap Cult Australia creates unusual, ethical soaps that enable self-care to be incorporated into even the busiest of days. Taking inspiration from witchcraft, the occult, secret societies and astrology- every product is infused with ethical production and a commitment to sustainability.

The Challenge
After 10 years in business with a 100% DIY approach, a new business name heralded a rebrand to better communicate the high quality and uniqueness of the product offering. Maker (and cult leader) Aliya was embarrassed by unboxing videos and found it impacted her desire to develop products or create marketing content.

The Solution
Inspired by secret societies and a dark occult aesthetic, I created a distinct visual language full of adaptable logo formats and intricate illustrations able to be used flexibly across all brand touchpoints. With the rebrand partially initiated by brand shame over user generated content, I focussed on creating distinctive, professional labels alongside custom stickers, stamps, thank you cards and tissue paper to encourage customers to post their purchases on social media. The clean and adaptable approach to labels also allows for seasonal adaptations- the intricate Victorian-inspired Halloween aesthetic and blood-red Christmas range feels unique but still inline with the core collection.

See the full project- https://www.twine.net/signin