Founded in 2012 by Sam Jameson, Soapsmith had created a cult following for its uniquely scented handmade soaps and body care products. However, while the products were made from high quality, natural ingredients and distinctively formulated scents, Soapsmith was struggling to step up from its humble, independent beginnings to rival the big names in the market place. We saw an opportunity to inject color and personality back into a category filled with bland, overly stripped back visual identities that lacked depth, and tell Soapsmith’s brand story through a disruptive and bold redesign. Centered around the Soul Power of ‘Urban Artistry’ we brought forward the unique, real backdrop of London that inspired the scents of Soapsmith’s products together with the craft and creativity that Sam herself pours into all of her products. Soapsmith. A tapestry of London’s urban beauty.