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 an ingredient-first, quality-focused brand with captivating energy. Warm, cheeky, handmade, and unmistakably real.
We started with voice: direct, friendly, and easy to get. Then built packaging that put ingredients front and center. Color-coded. Easy to scan. Nothing extra.
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 Creative Director, here’s what I did:
✔ 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 using 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
The rebrand gave Feel-Good Soap the credibility and shelf presence they needed to expand beyond farmers markets. Customers could immediately understand what they were buying and why it mattered, which built trust fast. The ingredient-first packaging made decision-making easier, leading to repeat purchases and word-of-mouth growth. The brand system scaled with them as they moved into retail partnerships and online sales, maintaining that handmade, trustworthy feel even as distribution grew. Feel-Good went from a solid product with no clear identity to a recognizable wellness brand that people seek out because it feels honest, approachable, and real.
