Rewild.

PANGAIA LAB (PANGAIA’s innovation-led sub-brand, where industry-first products are launched in limited numbers) was collaborating with two major innovators in the beauty space for the first time - biotech company C16 Biosciences, and lifestyle brand Haeckels. The goal? To create and sell the world’s first soap bar made with Palmless™ Torula Oil, a groundbreaking replacement for palm oil. We needed a product name, packaging copy, and relatable, interesting email and editorial storytelling that could tell (and sell) the story behind the launch.

First - the name. We needed a product name that didn’t feel cold or clinical. This was a soap that customers would be lathering into their skin, with an evocative fragrance and moisturising feel. Rewild felt right—alluding to the soap block’s fragrance (a clean, woodsy scent) and the overarching goal of the product launch - to educate on (and offer an alternative to) the disastrous deforestation taking place to meet the demand for conventional palm oil.

Working with the PANGAIA R&D team (and with sign off from all partners) I developed the soap textblock and packaging copy in line with PANGAIA’s tone of voice, and created a tagline and editorial article that would both sell the limited-edition product, and told the story of the collaboration.

(This product sold out in less than 24 hours 🎉)