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Brand Identity + Packaging Creative Direction
Douglas-smith soap company
Michael and Kevin Douglas-Smith started making soap in their kitchen as a pandemic hobby. They opened an Etsy store called "Cleanse" and couldn't keep it stocked. They had a great product but now needed a great brand identity to set them apart even more... and that's where I came in.
the case study
Artisan Soap, Apothecary Vibes, Sustainable Design
Old friends turned soapmakers, the founders of Douglas-Smith Soap Co. began their business as a creative outlet during the pandemic. As their products evolved, so did their brand—and I was honored to guide that evolution from the ground up.
I designed a full brand identity, including the primary logo, logo variations, and a flexible packaging system with an intentional blend of vintage apothecary style and modern functionality. Every element was created to reflect the craftsmanship of their small-batch soaps while also considering real-world production needs.
The label system was a key part of the design solution. Each label communicates essential product details and was laid out to be print-ready at home—trimmed efficiently with minimal paper waste. All packaging uses existing bulk sizes, which allowed the team to invest in higher-quality finishes without custom packaging costs. Custom stickers double as both brand visuals and tamper-evident safety seals, elevating the product while keeping operations simple.
Today, Douglas-Smith Soap Co. is in its second year of running a full-fledged brick-and-mortar storefront—a testament to thoughtful design, grassroots entrepreneurship, and a little bit of soap magic.
CREATIVE DIRECTION INCLUDED
Overall Brand ID
They wanted to name the company after themselves which allowed for CLEANSE to now be a product arm along with SOAK and MOISTURIZE.
Instead of a dash between their names, I put in a lone star to represent their Texas pride.
Simplified Brand/Mark
It's a lot to mention all your things in your logo, so I directed them to adopt this simplified version of their overall Brand ID.
Reversed Brand/Mark
Reversed Brand/Mark
It looks just as good reversed out.
Packaging Design
Reversed Brand/Mark
They wanted to have an apothecary vibe so their packaging wraps utilize separate boxes with variable information.
New Design Language
Various products need to look and feel at home together; from stamped brown paper packages tied up with strings, to metal tins of your new favorite shave balm, to the business cards they hand out at art festivals.
Packaging Design
Their soaps are so pretty and pieces of art themselves that I didn't want to distract from it with the packaging wraps. Hello, white space!
Packaging Design
Packaging Design
Packaging Design
Keeping it simple means keeping It scalable. I worked with them to find standard-sized packaging solutions that still felt authentic.
Packaging Design
Packaging Design
Packaging Design
No more single-uses. Their shave soap fits perfectly inside this camping mug so you can still get a great shave in the great outdoors.
Packaging Design
Packaging Design
Packaging Design
Their moisturize line is simple and gentle.