THE CHALLENGE
Feel-Good Soap had a solid product and a growing farmers market following, but no clear brand to tie it all together. They didn’t need something trendy. They needed something real. A brand that felt honest, human, and built to grow.
The challenge was to create a system that reflected what they actually stood for: simple ingredients, small batches, and straightforward values while standing out in a crowded skincare space full of jargon and overdesigned packaging.
Feel-Good wasn’t just selling soap. They were selling intention and everyday care.
THE SOLUTION
I worked with Feel-Good to build a full identity rooted in warmth, transparency, and simple design that actually means something.
We started with voice; direct, friendly, and easy to get. Then built packaging that put ingredients front and center. Color-coded. Easy to scan. No fluff.
Visually, we pulled from nostalgic packaging, daily rituals, and warm, natural photography. From typography to merch to event setups, every piece was made to feel approachable, confident, and clear.
MY PART
As the Creative Director, my contributions included:
✔ Developed a full brand identity and messaging system rooted in honesty and minimalism
✔ Crafted packaging that prioritized legibility, clarity, and visual trust
✔ Created a cohesive photo direction that balanced everyday joy with purposeful storytelling
✔ Designed marketing materials, merch, and digital assets that worked across markets and channels
✔ Wrote copy that used brand psychology, like conversational framing and pattern recognition, to make the tone feel casual but consistent (e.g. “Only real ingredients.” “Lather up.” “Stay real.”)
✔ Helped position Feel-Good Soap as a trustworthy, modern wellness brand with personality—without ever feeling too trendy or too corporate
The result? An ingredient first, quality focused brand with captivating energy: warm, cheeky, handmade, and unmistakably real.
