Lather is a fictional direct-to-consumer soap brand with a bold, design-led approach. I worked to create the brand from the ground up, focusing on visual identity, packaging, and digital presence.
I developed a visual system that leans into playful color, expressive type, and fun lines, giving the brand a strong shelf presence and a bubbily personality. The identity extended across packaging, social concepts, and web direction, resulting in a brand that feels consistent, clean, and easy to recognize at every touchpoint.
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Each soap was designed to be its own mini universe—Groovy Tang is a citrus disco daydream, Lavender Haze lives in a dreamy purple meadow, Clean Linen floats through soft skies and cotton clouds. I leaned into nostalgic references, saturated colors, and bubbly type to build a visual language that could support a cult-like following. It’s not just a soap brand, it’s a collectible lineup of in your shower.
Once the system was in place, I extended it across packaging, social concepts, and web direction. Each piece was designed to feel consistent without becoming repetitive. Whether on a shelf, in a feed, or mid-lather in someone’s bathroom, Lather stays light, fun, and expressive.
