Goodlather
ABOUT Originally operating as Beaverton Soap, the brand crafted exceptional plant based soaps with a strict eco first ethos—but their visual identity was telling a completely different story. With a look that skewed heavily toward kids and leaned into hyper masculine aesthetics, the product was alienating women, who actually made up the majority of their customer base. We came on board to execute a complete ground up repositioning: renaming the brand to Goodlather (a soap built for every body, and everybody), rewriting the tagline, and rebuilding the brand architecture from the ground up. The goal was to transform an overly niche product into an elevated daily staple—landing right in the sweet spot between everyday drugstore accessibility and conscious luxury, without feeling so precious that people hesitate to open and use it.
CONCEPT & SOLUTION We anchored the redesign around an ingredient led visual language that builds immediate trust on the shelf, pivoting to clean, ageless typography that is effortless to spot and bold enough to catch your eyes. To mirror the brand’s environmental commitment, we developed a 100% plastic free packaging system utilizing compostable materials, water based inks and spot gloss treatments, and custom packaging designed to house and support their 96% ocean bound recycled soap dish. Visually, we stripped away confusing beauty jargon in favour of clear, INCI compliant ingredient panels and an approachable, human voice. Clean spatial hierarchy and purposeful type elevate the physical unboxing experience while making purchasing decisions completely seamless. To back up the physical rollout, we paired the packaging system with a custom Shopify platform built to power DTC, wholesale, and retail operations in one place.
RESULT The result is a sustainable, highly scalable brand system that gives Goodlather distinct shelf presence in the premium natural skincare space. By shifting the aesthetics to support everyone with copy stating that it’s a soap for “Everybody, and every body.” allowed them to open up to a broader audience and increase overall sales. By pairing sustainable material innovation with ultra clear messaging, the new design closes the wide gap between everyday utility and conscious luxury, establishing a flexible framework ready for national retail expansion.
CREDITS Creative Direction & Packaging Design: Hovski Studio Brand Strategy & Copywriting: Maggie Buxton-Simpson Photography: Jen Bernard, Nick Ghattas, Midnight Hour Studio Web Development: Charlie Quinn