What’s more interesting than a new spin on an old loofah? Soapy Gene is a new brand in the bath accessory space, focused on unique silicone loofahs that make everyday routines a little more fun.

When the founder of Soapy Gene, reached out for help with a few brand elements and a product tag, she had a clear vision of what she wanted, but needed help with bringing the brand to life. She wanted an eye-catching identity that deviated from the typical bath accessory brand. Together, we focused on creating a look that feels playful and approachable.

For the logo, I wanted to create something that feels friendly and fun and landed on a bold typeface with custom rounded edges, inspired by the smooth shape of a bar of soap.

I skipped the usual “serene” color palette of light greens and blues seen in many bath brands and chose a more relaxing beach palette. Paired with the fun illustrations and graphic elements, the brand exudes a fun, eye-catching vibe that makes it easy to stand out in a crowded market.