Soap Cult Australia creates unusual, ethical soaps that enable self-care to be incorporated into even the busiest of days. After 10 years in business with a 100% DIY approach to design, a new business name heralded a rebrand to better communicate the high quality and uniqueness of maker (and Cult Leader) Aliya’s products.

After 10 years trading (under a different name and DIY-ing all the things), it was time for a refresh that could better communicate the high quality and uniqueness of products. Inspired by secret societies and a dark occult aesthetic, I created a distinct visual language full of adaptable logo formats and intricate illustrations able to be used felinely across all brand touchpoints. With the rebrand initiated by brand shame over un-boxing videos, I focussed on creating distinctive, professional labels alongside custom stickers, stamps, thank you cards and tissue paper to encourage customers to post their purchases on social media. The clean and adaptable approach to labels also allows for seasonal adaptations- blood-red Christmas versions follow on from intricate Victorian-inspired frames used for halloween, all the while adding to brand consistency.