Context Working from her garden atelier, Smeer’s leading lady Suzan creates custom soaps — and other natural products — in small batches. For the launch of a new range of shampoobars, Superset was asked to expand the existing toolbox, giving the brand a bit more personality and playfulness, while keeping a consistent identity between the existing and new packaging range.

Concept & Design Drawing inspiration from Suzan’s hands-on, artisanal process, the new design adds on textures that mimic the surfaces of the soaps. Bold color contrasts and illustrative contours represent the unique scents and ingredients.

The new typography blends a playful, bold font with quirky details and a simpler, artisan-inspired typeface — representing both Suzan’s enthusiasm and herbalist background. Each package carries little messages filled with the same enthusiasm as Suzan’s ASMR soap-making videos.

Result The new packaging combines a playful design that stands out on the shelf, while also staying true to its roots in natural, small batch products.