The Soap Dispensary
Brand Strategy | Identity Design | Copywriting | Packaging | Print | Brand Activation Self Initiated Project Challenging the status quo of big highstreet toiletry brands, The Soap Dispensary was born to change the way we shop for bathroom goods, ditching plastic for good and making sustainability easy and accessible.
Shopping for toiletries in supermarkets and chemists only offer consumers an array of plastic - and the only alternatives to this are soap bars or refill stores, both of which are less accessible.
The Soap Dispensary aims to offer a solution to this by making sustainability accessible and easy to maintain - all whilst leaving consumers without the feeling of sacrifice or having less. It is a personalised refill subscription managed through a simple app and delivered straight to the shopper's doorstep using electric - the milkman way!
Customers are given the freedom to choose their own ingredients, scents and colour of their products so they can feel good whilst doing good. Orders arrive with a personalised tag that includes their name and unique recipe as well as a scribble from the person who full-filled their order. When they need a refill, they simply book their collection on the app, leave their empty bottles on the doorstep, and they are swapped for new ones.
The Soap Dispensary's identity represents its brand: special, a touch of luxury, yet modern, simple and easy. They prove that sustainability can feel a little luxurious, so it was important that the identity challenged the stereotypical sustainable brown and eco-friendly look. The juxtaposition of type celebrates new and old, lush and essential, and as a nod to the use of traditional milk floats (The Soap Dispensary's delivery method), the identity has a touch of vintage, but modern, lettering.
To launch the brand, The Soap Dispensary trucks would visit popular farmer's markets around London where visitors could create their own products to take away and try before committing to a subscription. The products would be bottled in mini size and engraving services to personalise bottles would be available to add that special feeling that is embedded in the brand's core mission and values. Customers would be able to choose their ingredients, fragrances and colour and watch their unique formula be created and bottled in front of them.
