For 30 years J.R. Liggett’s has been creating all-natural bar shampoo and bath products. An expanding product line and reach meant it was time for a branding overhaul. We were approached to develop a defining, overarching visual identity that would propel the brand forward with new appeal to both consumers and retailers. 

We retained elements of the brand’s existing vintage aesthetic and spartan packaging style, while modernizing it via bold typography choices, personality-rich copy and uncoated paper stocks that lend a fresh, clean feel. 

A new focus on hierarchy and legibility clearly communicates the product details – a sturdy, condensed font in large point spelling out shampoo ensures there’s no mistaking the product for a simple bar of soap, while all-caps text keeps all the essential details clearly in focus.