Objective
Reposition Dandy as the considered soap on the upmarket personal-care shelf. Current packaging reads gift-shop; we need shelf presence in indie grocery and design-forward retail without losing the warmth that earned the early customer base.
Audience
30–55 year olds buying premium personal care from independent retail and DTC
Deliverables
- Wordmark refresh (3 directions)
- Type system + colour system
- Packaging system — bar / bottle / refill (12 SKUs)
- Web hero treatments (5 variants)
Brand voice
ConsideredPlain-spokenQuietly confident
Timeline
- KickoffApr 22
- DiscoveryApr 30
- Round 1May 09
- Round 2NowMay 18
- Final hand-offMay 25