Context:
Fresh Edit is a sustainable soap brand concept centred around the idea of reuse and thoughtful production. The project explores how packaging and digital touchpoints can communicate sustainability in a way that feels contemporary and approachable rather than overly clinical or eco-focused.
Approach:
I developed a flexible packaging system built around botanical illustration, soft typography, and a colour-coded structure to distinguish each product line. This led to a visual language that feels warm and tactile while still remaining clean and functional. The identity was designed to scale across both physical packaging and digital touchpoints, allowing the brand to maintain consistency between product presentation and the online shopping experience.
Challenge:
The challenge was to create a visual identity that communicated sustainability without relying on common “green” branding clichés.
The system also needed to differentiate multiple product variants while maintaining consistency across packaging and e-commerce applications.
The system also needed to differentiate multiple product variants while maintaining consistency across packaging and e-commerce applications.
Outcome:
The result is a packaging and identity system that presents sustainability in a more contemporary and accessible way. The brand feels cohesive across print and digital applications while giving each product variant a distinct presence within the wider system.
Logo iterations with the final logo chosen
A variety of hand-drawn and digital illustrations
Thumbnails of soap packaging
Iterations of first soap product packaging (strawberry & vanilla)
Dieline flat packaging of the Strawberry & Vanilla product
Strawberry & Vanilla Soap packaging mocked up
Peach & Lavender plus Raspberry & Lime soap packaging alternative products mocked up
Full Web Design flow of E-commerce website for Fresh Edit
