Julie et Luca is a young Swiss couple who, after watching Fight Club, decided to make their own soaps. As they rapidly became successful amongst friends and friends of friends, they contacted me to create a brand identity (name and tagline included!) that aligns with their vision: handmade, local, honest, with a hint of humor.
The name, JULU, is drawn from the first letters of the founders’ names. The tagline « savon artisanal, juli et lucal » is a play on the French terms « joli » et « local » (respectively « pretty » and « local ») and the names of the founders.
The first element to the brand is a simple typeface that has a significantly modulated stroke. With contrasted letters placed circled by the tagline, the identity was visualized into a system that felt playful and balanced.
The secondary element to the brand is that of the organic shapes, these graphic motifs are taken from unpredictable shape of soaps when they are cut from the block.
A earthy color palette was developed to reference the natural ingredients used in the soaps, creating a brand that is truly connected with nature.
What I did
brand strategy • creative direction • art direction
design • merchandise