Wander Soap Co.

Advertisements / Branding / Packaging

Wander Soap Co.

This branding solution was designed for an organic hygiene company, Wander Soap Co. The company was founded in the mid-1970s by Josephine Gillis, a park ranger at Yellowstone National Park. Gillis spent countless hours in the park working to preserve all the wonderful things nature had to offer. She also delighted in making homemade soap bars from soothing, natural ingredients.

Logo & Stationery System

The logo design expresses the three main attributes of the brand: adventurous, natural, and hand-crafted. Its hand-generated, organic form wanders from place to place. The logo is applied to the stationery elements as if it is wandering off the page. Brown, recycled paper is used to further reflect the “natural” brand attribute.

Packaging

The logo continues to meander on the packaging, wandering from one side to the other. Every soap bar has an outdoorsy scent and is wrapped in a hand-drawn pattern. Gill Sans was chosen as the brand’s primary typeface because of its quirky, organic nature.

Below is a series of magazine advertisements. Each ad emphasizes a specific brand attribute. Wandering footsteps were introduced to lead the viewer’s eye around the page and relate to the tagline “Wander on over to…”

Process

Below is a preliminary mood board of images that conveyed the desired look and feel of the brand. Brand audits were performed of Seventh Generation and Mrs. Meyer’s Clean Day, which would be two of the company’s main competitors. Over fifty logos were sketched before determining the final design.