2023
Brand
Agrarius
Deliverable
Gift Packaging
Scope
Packaging design + Copywriting

01 — Brief
A Cleaner, Not a Gift
Agrarius is a sustainable investor in South Africa's agriculture value chain. For their booth at AFSIC 2023, the Africa Financial Services Investment Conference held annually in London, they bought tallow soap bars to give away as corporate gifts to attending investors and delegates. On its own, the soap looked like a household cleaner, not something you'd hand to an international investor. It lacked the credibility to read as a considered gift.
My task: package the soap so it earned its place at a financial conference.
The Product
Soap bars made from rendered sheep fat (tallow).
The Brand
Agrarius has a corporate investor identity.
The Environment
02 — Strategy
Reframed as Skincare
The soap is boerseep, the Afrikaans word for tallow soap. It is often sold and marketed as a heavy-duty household cleaner. A cleaning product wasn't the right thing to hand investors at a financial conference, so the strategy reframed the soap from utility to skincare.
Tallow is rendered animal fat, rich in fatty acids. This batch of soapTo reposition it, the soap was reframed from utility to skincare, highlighting its cleansing and nourishing qualities and ingredients. Since the product could not be modified, it was necessary to consider an appropriate way to reframe its presentation to highlight these skincare benefits and align the soap with the expectations of a premium gift for conference attendees.
The soap's uneven topside, sprinkled with plant material, gave it a raw, artisanal quality. The packaging needed to supply the credibility a skincare claim requires, without covering up that texture. The approach landed on a minimalist, elevated apothecary visual style: clean lines and technical-style typography, set against the soap's rough surface.
03 — Exploration
But the Words Had to Change First
Before any structural decisions were made, the work began by mapping the gap between how the soap was originally sold and how it needed to read as a gift. Every word had to shift from utility to skincare to justify it as something worth taking home from a conference.
REJECTED
UTILITY FRAMING
PRODUCT NAME
KEY CLAIM
USE CASE
TONE
REGISTER
CHOSEN
PREMIUM FRAMING
PRODUCT NAME
KEY CLAIM
USE CASE
TONE
REGISTER
Because the product was renamed from boerseep to Tallow Soap, the new name needed the same prominence — so it sits second in visual weight to the Agrarius wordmark. With the language repositioned, the packaging had to supply credibility visually, without hiding the texture that made the soap unique.
04 — Design Decisions
Three finished soap bars for the Agrarius stand, AFSIC 2023, London.
Template
1. Flatprint
2. Scored & Folded
3. Tension Fit
05 — Final Packaging
The Soap Earned Its Place
At AFSIC, the soap needed to read as a thoughtful gift, not a utilitarian cleaner. The repositioning elevated its appeal at the stand and led to more meaningful interactions with visitors, who saw it as a reflection of Agrarius's brand values. By shifting the language from utility to skincare, and designing a tactile, apothecary-inspired belly band, the soap bars arrived in London looking like they belonged — holding their own against the other giveaways at the stand rather than compromising Agrarius's corporate investor identity.
On the conference table — the soap bars alongside other Agrarius giveaways at the stand.










