Saleah delivers 70s Californian-inspired visual identity for Clean Beauty & Bodycare brand, Soapy Faith

Krystal James, a breast cancer survivor, embarked on a mission to create Soapy Faith, a family-owned clean beauty and body care brand tailored for sensitive skin. This endeavour was not just about products but also about infusing joy into clean beauty. Saleah’s collaboration with Soapy Faith aimed to craft a visual identity that would radiate positivity, challenge stereotypes associated with faith-based brands, and celebrate the brand's natural, fun-loving spirit.

The design journey commenced with a strategic foundation, centring Soapy Faith on three core pillars: fun, vegan, and faith-based. To defy preconceived notions about Christian brands, Saleah’s team injected humour, puns, wordplay, and double entendres into the brand's persona. This playful approach ensured that Soapy Faith would resonate with consumers from all walks of life. But it wasn't just about words; the products themselves played a vital role in communicating the brand's essence highlighting their straightforward yet engaging formula, introducing the HappySkin guarantee, and championing glycerin as the star vegan ingredient.

For its visual identity, the design agency set out to amplify Soapy Faith's colour palette and encapsulate its sunny, uplifting narrative. Drawing inspiration from retro California aesthetics of the 70s, steering away from minimalist and neutral design trends the identity embraced bold, vibrant colours that not only categorized scents but also distinguished special products like the Breast Cancer Awareness line during the packaging phase. The design system took cues from the brand's original logo, incorporating playful soap bubbles and water droplets. The Queen's typeface evokes a sense of pristine cleanliness and bestows a regal touch upon the brand, elevating it within the body care industry.

Soapy Faith's packaging design journey transcended boundaries, delivering a vibrant, inclusive, and joyous visual identity that reflects the brand's core values and mission. It's a testament to the power of design to transform a brand's narrative and elevate it to a place of prominence in the competitive world of body care.

For more information on Saleah’s design, visit their website or follow them on Instagram.

Want to receive more monthly packaging inspiration? Sign up for our newsletter!