BRAND STRATEGY • BRAND IDENTITY DESIGN • COLLATERAL • WEBSITE • CREATIVE WRITING

Brands, like people, grow up. And as they hit the teen years, sometimes they grow out of their start-up names and identities. Willoughby often partners with these brands as they hit their growing pains and are ready to take their place as adults. 

As an early adopter of male-targeted skincare products, Smitten Soapery was looking for a more unique positioning, name and brand identity to better reflect the founder’s personality and passion across women’s and men’s skincare lines.  

So we created a new brand identity that was bold, adventurous and a bit cheeky It’s also flexible enough to cover all product innovations and appeal to the continually growing men’s grooming market, expected to be worth $115 billion by 2028.

Zingari means “gypsies.”

Created with all-natural ingredients and paired with audacious names, Zingari is for the explorers, troubadours and lotharios of the world whose gypsy souls yearn to live free — while maintaining good hygiene along the way.