Dr. Bronner’s packaging design breaks almost every rule of traditional design. Sure, there’s text on every crevice of the label in that oh-so-itty-bitty typeface, but if there’s one thing the brand does well, it’s creating an ownable design system that places a value on setting itself apart.

And maybe sustainability?

The brand’s 18-in-1 soap comes packaged in a 100% post-consumer recycled bottle, which isn’t so great because—let’s be honest here—we’re talking plastic. However, the brand just introduced a new liquid soap refill system in all of the brand’s scents.