Carlsbad soaps
Carlsbad soaps
overview
WHAT I DID
This project was to help a start-up handmade soap business based in Carlsbad, California. I created a new logo, social media ads, business cards, and updated their website to be both beautiful and functional for their target market. I created content as an art director for this project. One of the most important things that I learned while working on this project was how to find the balance between the message that the client wanted to convey and the needs and desires of their audience.
Bar soaps have had a negative reputation for as long as most of us can remember. 48% of consumers think bar soap can be a haven of bacteria. Sales have decreased over the years and many people view bar soap as something just for old people. However, these misconceptions are not necessarily true.
the ask
Increase sales despite the myths keeping people from buying bar soap.
Adults ages 20-35
Believe organic elements are important
Social Media user
Showering and smelling good is a daily ritual that isn't rushed
Passionate about keeping the body healthy both spiritually and physically
Friends and family come first
the target
Bar soap leaves you smelling better than liquid soap.
brand truth
"I'd rather not spend the majority of my shower worrying about dropping my soap. Plus bottles soap is cheaper and cleaner."
human truth
A bar for every body
the strategy
the promise
Smell amazing while keeping the world cleaner
Research has shown that bar soap has slightly more bacteria on the bar, but it doesn't ever reach the skin. Carlsbad organic soap contains glycerin, which is good for people with dermatological problems. It is also significantly cheaper, better for the environment and lasts longer, while being just as effective as liquid soap.
the support
the tone
HOMEY
FRESH
BRIGHT
THE WORK
NEW LOGO
SOCIAL MEDIA ADS
BUSINESS CARDS
account manager: Emsley Allgaier
art director: Megan Stonely
copywriter: Sam Carlson