Twice Shy's Soap Packaging Turns Outlines Into the Brand Identity

How Empty Outlines Can Carry a Brand

Twice Shy's packaging system for Tula Louise shows how a small natural soap label can gain clarity by removing decoration rather than adding it. Abduzeedo's write-up walks through the studio's move to reframe a London soap maker as a working atelier, splitting the range into a repeatable core line for shop reorders and experimental studio editions. The core idea is a set of double-lined black outlines borrowed from old workshop and apothecary tags, paired so that sharp angles always meet soft curves.

For brand builders, the piece is a useful case in restraint and system design. It shows how a simple geometric vocabulary can work across cartons, pouches, ceramic dishes and cards, and how colour can be reserved for the product itself. The handling of the wordmark and the hand-stamped detail on each bar also make a good study in tactile craft. Identity designers, packaging teams and founders of small product brands should give it a read.