Smoothy Doo is a handmade and eco-friendly soap brand run by Mrunalini Kakade out of her home in Pune. The business lacks a coherent visual language and a niche to tap into. The mission for this project was to find a new positioning for the brand based on the products it has already advertised and the values it exists with today.

Original brand page:

However, the brand is already set up to use these very foundations and further expand.

Smoothy Doo was also initially conceived as a collective activity by Mrunalini and her friends – all of whom also began to make handmade soaps out of their homes. For that brand, where every small soap business owner can decide their own USP and operate together as a larger brand: