THE CHALLENGE
Feel-Good Soap had a great product and a growing presence at farmers markets but no clear visual identity to hold it all together. They needed more than just “clean” branding. They needed a brand that felt human, honest, and built to grow with their mission.
The challenge: create a system that reflected their values: real ingredients, small batches, minimal fuss while standing out in a saturated space of skincare jargon and over-designed wellness brands.
Feel-Good wasn’t just selling soap. They were selling clarity, intention, and care.
THE SOLUTION
I partnered with Feel-Good to build a full identity system rooted in transparency, warmth, and strategic simplicity.
We started by crafting a tone of voice that matched their product: direct, no-frills, and genuinely feel-good. From there, we developed a packaging system that made ingredients the hero: easy to read, color-coded, and radically simple.
We pulled in visual inspiration from nostalgic packaging, everyday rituals, and clean photography with warm tints and natural lighting. Everything from the typography to the merch to the event setup felt 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.
