The mad optimist

A wild idea for direct-to-consumer bodycare gets real
The mad optimist

A bodycare brand
crazy enough to lead
with its ideals

Banking on optimism

When the world’s first online-based, totally custom soap-making company came to us to partner on its brand development, nothing about the charge felt run of the mill. The owners were three best friends who had quit their corporate jobs to start a Halal soap business that did things the good way—not just the profitable way.

They wanted a brand experience developed in full, including a new name and creative strategy that could flex with its ever-changing innovation pipeline. What they didn’t want? To play it safe.

Creating a whimsical,
utopian world

With a rebellious, yet feel-good philosophy and an unconventional business approach, the brand work began with naming and storytelling. We developed The Mad Optimist—a juxtaposition that spoke to product efficacy and uncompromised values—and captured the brand’s core beliefs in a HUMANifesto.

Activating honesty & good vibes

The name inspired our approach to the identity and visual elements: a design system that elicits a smile at every touchpoint, namely the brandmark comprised of charming fonts and a grin. It gave way to a broad spectrum of touchpoints—from product to packaging, website to social—all of which convey the brand’s same theme of overwhelming optimism.

Expanding with intention

Following the brand’s launch in 2018, The Mad Optimist has raised awareness and deepened engagement while expanding its portfolio of products—thanks to a creative process with a strong innovation bias.


Transform Award North America


Celebrating the best in brand strategy and design, Transform Awards North America awarded LPK and The Mad Optimist with Silver for Best Visual Identity in the Fast-Moving Consumer Goods category.
Amazon marketplace
In addition to its e-commerce site and retail presence in Kroger and Fresh Thyme, LPK has helped The Mad Optimist launch its Amazon store, overseeing everything from content strategy to digital assets. They’ve seen bulk sales increase too, receiving large orders from businesses and private-label brands who leverage their products on a larger scale.

Get LPK in Your Inbox


Digital Round Table: New Brands for Emerging Categories


Digital Round Table: Harnessing Desires to Build Better Brands


Online & In-Store Proto-Selling


Experiment Canvas


Roadblocks to Innovation


CPG Brand Workshops


Digital Insights




Desires Workshop


Desires Canvas


Innovation Platforms


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.