Soapsmith branding and packaging by Bulletproof

Award-winning London-based soap and body care brand, Soapsmith, has relaunched with contemporary new branding and packaging created by global independent brand design agency Bulletproof.

Founded in 2012 by Samantha Jameson, Soapsmith has created a loyal cult following for its crafted and uniquely scented handmade soaps and body care products. Inspired by the character and vibrancy of London locations, Soapsmith have always used the highest quality, natural ingredients to deliver a superior product focussing on the excellence of the scent and fragrance. They knew they needed to step up from their passionately humble, independent beginnings to take the next step in their journey towards realising their true potential.

Bulletproof was briefed to review the Soapsmith brand, rationalise the portfolio and streamline the business in readiness for a rebrand and relaunch through positioning, tone of voice and design, creating a brand world that would take Soapsmith to the next level.

Centred around the design idea of ‘Urban Artistry’ the agency sought to capture the unique backdrop of London that inspires the scents of Soapsmith’s products while retaining the craft and creativity that the brand pours into all its products.

The agency worked in collaboration with locally renowned illustrator Tom Abbiss-Smith to create bespoke illustrations for each of Soapsmith’s seven unique scents. Each illustration was inspired by the textures, typography, street art and other sensorial experiences unique to that area.