FLEX/design - Work - Seepje Sustainable soap packaging

Work

Sustainable Soap Packaging

Telling the story of sustainable soap

The founders of Seepje discovered a brilliant way to create natural soap from Apindus fruit shells, but standing out among multinational giants can be a challenge. To help them shine, we created an iconic design that not only tells their sustainable story but also overcomes supply chain challenges. The distinctive bottle design meets logistical demands and captures attention in all retail channels.

Client

Seepje

Services

Brand and Portfolio strategy

Structural packaging design

In-house prototyping

Awards

Context

Standing out with less

Store shelves are often overloaded with bright colors, flashy promotions, and products competing loudly for attention. In this environment, it’s challenging for a brand like Seepje, with its honest and sustainable story, to stand out without resorting to the same tactics. How can we tell Seepje’s genuine story and still make it visible among the industry giants?

From unaware to conscious behavior

Seepje is an impact-driven company on a mission to inspire conscious choices. Their natural soap deserved packaging that truly reflects this story. Through honest design and responsible material choices—such as using recycled PET (milk) bottles—Seepje’s packaging embodies their commitment to sustainability and encourages consumers to make mindful decisions.

Transition

Towards conscious behavior

Transition

Towards conscious behavior

Transition

Towards conscious behavior

Transition

Towards conscious behavior

Concept

Iconic simplicity

Seepje’s pure, natural soap inspired us to design packaging with the same simplicity. A bottle shaped like an iconic soap bar was the perfect, standout choice—minimalist, distinctive, and true to Seepje’s essence.

Pure form, pure material

Inspired by Cradle to Cradle, we followed Seepje's "waste as food" approach. While Seepje uses Apindus shells in their detergents, we sourced recycled HDPE from milk bottles for their packaging, ensuring quality and closing the waste loop.

Inspired by Cradle to Cradle, we followed Seepje's "waste as food" approach. While Seepje uses Apindus shells in their detergents, we sourced recycled HDPE from milk bottles for their packaging, ensuring quality and closing the waste loop.

Inspired by Cradle to Cradle, we followed Seepje's "waste as food" approach. While Seepje uses Apindus shells in their detergents, we sourced recycled HDPE from milk bottles for their packaging, ensuring quality and closing the waste loop.

Accelerate

Lean process, big impact

Working with Seepje, a startup with limited resources, we embraced a lean approach that prioritized intuition and quick decision-making. This agile process let us explore bold, sustainable ideas, leading to the iconic soap-inspired design that now defines the brand. In just four months, we completed design, engineering, sourcing, and tooling, delivering a distinctive product with both functionality and visual impact.