Scottish Fine Soaps – Rebrand

As Scotland’s oldest bath and beauty manufacturer, Scottish Fine Soaps had a heritage of producing stunning fragrances and formulations. But the brand and packaging needed modernisation. So, to mark their 50th anniversary, we helped rationalise and innovate the range, reimagine the packaging and relaunch the brand.

To determine whether it was evolution or revolution, we were led by consumer insight, testing propositions and designs across global audiences. We arrived at Magnitude – an escape to the Scottish wilderness from the comfort of home, with products that allow consumers to reconnect with nature and with themselves.

The magnitude of the Scottish wilderness carries through every aspect of the visual identity. On pack, vast landscapes in soft-focus reconnect you with nature, and capture escapism with each scent. Aimed at premium mainstream consumers with quality componentry, seamless screen-printing and sustainability at its heart. All bottles contain at least 30% prevented ocean plastic, and tubes and caps are fully recyclable from 50% PCR plastic. The new ranges all blend natural, locally sourced ingredients, cutting-edge wellness technology and modern, on-trend self-care and gifting formats.

A reconsidered, contemporary logo and flexible monogram play with typography and scale for a clean and minimal look that complements, rather than distracts. Crops and patterns create bold graphic assets that ground our products in digital and print. The soft and muted colour palette is inspired by natural scenery – from mountain to moor and forest to sea.

The brand typeface (Neutratext) was chosen for its distinctive crisp and modern appearance that reflects a feeling of magnitude through dropped and raised crossbars on the letterforms. Capturing the grandeur of Scotland in every detail.

We braced the Scottish elements and shot each of the five new ranges in locations evocative of the unique ingredients – from the Sea Kelp-lined coastline of Ellie to the Wild Heather-trodden Glenshee. Capturing the wondrous magnitude of Scotland’s wilderness in a stunning suite of new brand photography and videography.

We had confidence in its success – 92% of consumers in key markets (UK, Canada and the US) rated the designs as appealing or very appealing, and 90% would perceive the products as high quality.

This new look Scottish Fine Soaps launched in February 2025 across a refreshed website, rebooted social channels, global digital media, and trade support package.

Let it wash over you at www.scottishfinesoaps.com