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The Brand IdentityTwice Shy positions Tula Louise as a soap atelier through a rebrand
Tula Louise is a soap brand that Jowanda Daley-Thomas started during COVID, when she began experimenting with natural pigments. Independent branding studio Twice Shy was commissioned to rework the brand as it stood, from strategy and positioning to the identity, logo, art direction and packaging design.
Tula Louise already had a logo and a visual world built over the years through photography and packaging. “The main issue was that the brand had started moving in many different directions and it wasn’t always clear what the strongest idea behind Tula Louise actually was,” Daley-Thomas explains. “I wanted the rebrand to give the brand more structure and confidence, creating something that felt more design-led and long-term without losing the character and creativity that was already there,” she adds. In Twice Shy’s view, the branding wasn’t communicating what made the products different, so retailers could easily mistake Tula Louise for any other soap maker.
The studio decided to position Tula Louise as a soap atelier – “a small studio working with soap as a material.” Together with Dale...