DISCIPLINES
Naming
Brand Proposition
Copywriting
Visual Identity
Packaging
Marketing Touch-points
OVERVIEW
Form came to George Cosby Studio to create a new soap brand born out of sustainability, craft, and care.
Developed using surplus materials from Jam Business — including waste fruit, rind, and vegetable oils — the brand was conceived as a more thoughtful alternative within the personal care space: one that could communicate luxury through restraint, and sustainability through honesty rather than overt messaging.
The project focused on creating a complete brand world — from naming and proposition to identity, tone of voice, and packaging — ready for Form’s introduction to market.
THE CHALLENGE & INSIGHT
The challenge was to balance sustainability with desirability.
Form needed to feel premium and sensorial without slipping into the tropes often associated with eco-conscious brands, and personal without feeling informal or unpolished. The brand had to communicate care — for people, materials, and process — while remaining calm, credible, and refined.
The central insight was that luxury, in this context, comes from human touch and intention, not excess. This led to the core idea: A handmade story.
Rather than presenting sustainability as a feature, the brand would speak directly and personally — allowing the process, materials, and maker’s voice to create a sense of intimacy and trust.
THE OUTCOME
The resulting brand world is calm, reflective, and quietly expressive.
A handwritten aesthetic, paired with contemporary typography and a restrained visual system, gives Form a sense of warmth and authenticity. The first-person tone of voice — speaking directly from maker to user — reinforces the idea of care, craftsmanship, and connection.
This sensibility was carried through every touchpoint, from packaging to marketing materials, creating a cohesive and tactile experience that feels both personal and considered.
Form now communicates sustainability not as a claim, but as a lived value — offering moments of sanctuary in busy lives, and a brand that feels honest, human, and thoughtfully made.
