Saleah recently took on a heartwarming project with Soapy Faith, a brainchild of breast cancer survivor Krystal James. Born out of adversity and resilience, Soapy Faith emerged as a beacon of hope for those seeking natural beauty & body care products tailored for sensitive skin.
The main challenge for Saleah was to break the traditional mold that often surrounds faith-based brands, which can sometimes be misconstrued as outdated or overdone. Saleah brilliantly pivoted Soapy Faith's brand positioning into one that is not only rooted in faith but also in fun, highlighting its vegan ethos. Saleah cleverly integrated puns, wordplay, and double entendres to resonate with a wider audience, all the while embracing the brand's uplifting origin story.
Design-wise, Saleah opted for a refreshing change from the prevailing minimalist trends. Channeling a 70s retro California vibe, the visual identity of Soapy Faith stood out with its soft, swirly aesthetics, paying homage to the brand's sunny roots. Saleah's choice of bold colors, devoid of typical green and brown, set Soapy Faith distinctly apart in the vegan and organic product market. This vibrant palette was used judiciously, spotlighting products like their Breast Cancer Awareness line.
Inspiration was drawn from the brand's original playful logo featuring soap bubbles. Saleah reintroduced this element, combined with water droplets and the elegant "Queens" typeface, resulting in a design that was both fun and regal.
Saleah's dedication to detail extended beyond just the packaging. Every brand touch point, from box tapes to the 200 quote cards, was meticulously crafted. The highlight of this branding venture was the photoshoot. Understanding the importance of representation in the beauty industry, Saleah collaborated with two stunning Black models, one of whom sported an empowering afro. The photoshoot locations were a blend of elegant studio shots and sunny on-location captures, with photographers Emilynn Rose and Halves bringing the brand's vision to life.
In conclusion, Saleah's branding for Soapy Faith is a testament to the designer's ability to weave stories, emotions, and design into a cohesive and engaging brand identity. Through this project, Saleah has not just created a brand; she has birthed a movement that seeks to redefine beauty norms and celebrate individuality.
Branding and visual artifacts
For more information make sure to check out Saleah website.