The world’s first online-based, totally custom soap-making company, The Mad Optimist, recently debuted its new brand to BXP—complete with a new name, identity and digital presence developed by LPK. Inspired by their departures from corporate jobs, the co-founders began building the business 6 years ago, intent on offering bodycare products (think soaps, balms and sprays) made with ingredients that are all-natural, 100% vegan and halal, cruelty-free and sustainably sourced.
“We sat down and laid out what we didn’t like about the business world’s status quo,” explains Mohammed M. Mahdi, one of the three co-founders from Bloomington, Indiana. “We also outlined how we think business should be done, however crazy or uncommon those ideas were. After that, it was a no-brainer to charge ahead.”
With LPK, the team began crystallizing its point-of-view and strategy, building the brand around a narrative of absolute honesty and kindness. Not only is the brand passionate about product transparency, but operational transparency, too: from an e-commerce platform built on a pay-what-you-can sliding scale to equal pay for all employees.
“We hold true the idea of ‘treat others how you want to be treated,’” says Mahdi. “For example, vastly unequal pay structures between company owners, administrative staff and production staff seemed extremely unfair to us. So as we began growing and planning for the future, we decided to pay all of our employees and ourselves the exact same rate.”
In the spirit of doing things differently, LPK took a fresh approach to the venture as well, putting its own skin in the game to build and activate the brand at full potential. “This was an instance of brand purpose aligning with consultancy purpose,” explains Nathan Hendricks, chief creative officer at LPK. “The guys at The Mad Optimist had the courage, conviction and passion we dream about in a client. We believe in what they’re doing—this is an incredible brand that will resonate with consumers in a deep, deep way.”