Brand Identity | Brand Positioning | Research
How do you differentiate a ubiquitous household product in a market crowded with competitors?
Clark Street Soap
Challenge
Bar soap is a popular cottage industry with competition from well-established household name brands and artisan soap makers around the world. Soap is also a commodity product that we rarely give much consideration. We purchase what we've always purchased. Our task was to build a brand narrative that would spark a conversation.
Insight
We shifted our thinking from being product-focused to being experience-focused. Bathrooms are a place of escape. An intimate moment we spend reconnecting with ourselves. A pause, a moment to reset. Research showed us that scent-based products are emotionally driven purchases, from internal emotional drivers like personal pleasure to external emotional drivers like wearing a “signature scent” to reflect their personality and build confidence.
Results
A soap brand that invites you to get dirty. Gritty, intimate photography and graphic treatment create a tactile feeling that translates across print and digital. The project's stunning e-commerce site and dynamic packaging design allowed the brand to confidently launch its line of products in 4 physical retail stores in the first six months of launch.
