Goodlather

Goodlather makes amazing, high quality, plant based soaps that think about the environment first. But their old look just wasn’t telling that story to their customer base. The original identity skewed too youthful and overly masculine, causing it to blend into a crowded niche market—a male dominated personal care shelf—rather than looking like a solid product that's usable for all body types. We had to reposition the brand into a premium, trustworthy space so it stands out, but without making it look so fancy or expensive that regular people are afraid to buy it.

We parked Goodlather right between drugstore and luxury skincare using a clean, ingredient led design that builds instant trust. On the tech side, we built a unified Shopify store that hooks up their DTC, wholesale, and retail channels all in one streamlined system. Finally, we used a transparent, down to earth brand voice to make clean personal care feel human and accessible to everyone.