Creating a bodycare brand crazy enough to lead with its ideals.

A wild idea for direct-to-consumer bodycare gets real—and consumers take notice.

When the world’s first online-based, totally custom soap-making company came to us to partner on its brand development, nothing about the charge felt run of the mill. The owners were three best friends who had quit their corporate jobs to start a Halal soap business that did things the good way—not just the profitable way.

They wanted a brand experience developed in full, including a new name and creative strategy that could flex with its ever-changing innovation pipeline. What they didn’t want? To play it safe.

With a rebellious, yet feel-good philosophy and an unconventional business approach, the brand work began with naming and storytelling. We developed The Mad Optimist—a juxtaposition that spoke to product efficacy and uncompromised values—and captured the brand’s core beliefs in a HUMANifesto.

The name inspired our approach to the identity and visual elements: a design system that elicits a smile at every touchpoint, namely the brandmark comprised of charming fonts and a grin. It gave way to a broad spectrum of touchpoints—from product to packaging, website to social—all of which convey the brand’s same theme of overwhelming optimism.

  • Category + consumer trends
  • Brand architecture
  • Brand identity design
  • Packaging design
  • Actionable Consumer Desires
  • Brand Transformation

Project Outcome

Following the brand’s launch in 2018, The Mad Optimist has raised awareness and deepened engagement while expanding its portfolio of products—thanks to a creative process with a strong innovation bias.