CRUDE
Soap was the #1 highest grossing heath and beauty product sold in the U.S. in last year. Can you guess #2? Skincare products developed to offset the dryness and irritation brought on by all that soap. Big Soap wouldn't have you know this, but the harsh suds and unnatural substances in most cleansers actually inflame and strip our skin of its microbiome, the body’s natural mechanism to clean, heal and regulate itself.
Enter Crude: an organic, plant-based skincare line free of all soaps and detergents. The world's first certified microbiome-friendly body wash and facial cleanser that went viral for its customer-generated before-and-afters.
Creative Strategy
Verbal & Visual Identity
Creative Direction
Illustration
Packaging
Launch Campaign
Logo
Approach
We needed to create a brand that would strike the perfect balance—calling out what is wrong with Big Beauty, soaps and detergents, while glorifying the microbiome...our nature magic. Soap is harsh and stripping, so we built a brand that was soft, beautiful and nurturing—yet strong enough to shed light on the dirty truth behind conventional skincare products.
Unf*ck Your Flora launched the sparky re-brand with a splash and introduced folks to Flora World...an illustrated imagining of what the microbiome looks and feels like at its very best—a mingling of plants, DNA and bio-magical marvels that toe the line of art, science and healing.
I DON'T WANT NO SUDS...
