Brand Identity
YEAR
2023
2023
ROLE
Art Director & Brand Strategist
Art Director & Brand Strategist
DELIVERABLES
Visual identity system, Custom abstract pattern library, Packaging design concepts, and Digital brand assets
Visual identity system, Custom abstract pattern library, Packaging design concepts, and Digital brand assets
STRATEGY
Su-Ab entered a wellness market crowded with brands making the same promises: natural, clean, good for you. The challenge was not differentiation in ingredients, but differentiation in identity. Without a distinctive visual language, even a quality artisanal product risks blending into the shelf.
The solution was to move away from the expected. Rather than leaning on botanical photography or earthy tones that dominate the category, the identity was built around abstract shapes and patterned compositions, a deliberate choice that signals creativity and confidence. This visual approach communicates that Su-Ab is not simply another natural soap brand, but a considered lifestyle choice.
The result is a brand identity that feels as intentional as the product itself, appealing to health-conscious consumers who are equally design-aware, and positioning Su-Ab as a forward-thinking name in the modern wellness space.
Most brands stop at the soap. Su-Ab goes further.
Each bar arrives wrapped in a hand-crocheted loofah, merging product and tool into one artisan object. The packaging is not something to discard. It is part of the ritual.
This single decision communicates everything Su-Ab stands for: handcraft, intention, and natural materials from the outside in.
