Repositioning an Agricultural Byproduct for AFSIC 2023

Repositioning an Agricultural Byproduct for AFSIC 2023

Brand

Agrarius

Deliverable

Gift Packaging

Scope

Packaging design + Copywriting

Agrarius tallow soap bar in a kraft paper branded sleeve.

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

Tallow soap bar surrounded by pieces of raw suet.
Tallow soap bar surrounded by pieces of raw suet.

Soap bars made from rendered sheep fat (tallow).

The Brand

Agrarius wordmark and geometric flower symbol on a red field.
Agrarius wordmark and geometric flower symbol on a red field.

Agrarius has a corporate investor identity.

The Environment

AFSIC conference exhibition hall with attendees visiting stands.
AFSIC conference exhibition hall with attendees visiting stands.

AFSIC is an international
B2B conference.

AFSIC is an international B2B conference.

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

Boerseep / cleaner

Boerseep / cleaner

KEY CLAIM

Removes grease

Removes grease

USE CASE

Multi-purpose home cleaning

Multi-purpose home cleaning

TONE

Pragmatic, impersonal, sterile, abrasive.

Pragmatic, impersonal, sterile, abrasive.

REGISTER

Consultative, highly transactional.

Consultative, highly transactional.

CHOSEN

PREMIUM FRAMING

PRODUCT NAME

Tallow Soap

Tallow Soap

KEY CLAIM

Nourishing fats and oils

Nourishing fats and oils

USE CASE

Face and Body Skincare

Face and Body Skincare

TONE

Sophisticated, earnest, confident, personable.

Sophisticated, earnest, confident, personable.

REGISTER

Formal, polished, expert.

Formal, polished, expert.

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

So the Packaging Made the Same Case

The band protected the soap and communicated credibility the moment it was picked up, so attendees' first interaction reinforced the product's new positioning.

So the Packaging Made the Same Case

The band needed to protect the soap and read as credible in someone's hand within a few seconds.

Three finished Agrarius soap bars displaying front and back labels.
Three finished Agrarius soap bars displaying front and back labels.

Three finished soap bars for the Agrarius stand, AFSIC 2023, London.

Structure: The tension-fit belly band wraps around the soap, secured by a red sticker. It leaves the soap's raw, textured side exposed as the focal point, while the band itself supplies the clean edge and structure around it.

Material: A thick Kraft paper, chosen over lighter stock and card for its tactile weight to feel considered. (Fedrigoni Freelife Kraft, 280gsm, FSC-certified, felt-marked, and biodegradable). This was a small-batch run of 150 units, so each sleeve was hand-cut.

Copy: The back copy reads: "Our handcrafted tallow soap, known locally as boerseep, embodies our agricultural and South African roots. Harmoniously blended with nourishing oils and enriched with exfoliating plant material to create a natural, gentle soap that nourishes, protects and softens the skin." 'Tallow' sits at the top of the front label to signal quality to a gift-buyer who may not know the brand, while 'boerseep' on the back speaks to a local audience already familiar with the tradition.

Wordmark: The Agrarius wordmark is visually prominent on the front of the band. At a financial conference, the brand needs to be recognisable in someone's hand within a second. A single spot colour in the brand's red, rather than a fully printed label, kept the design disciplined.

Structure: The tension-fit belly bands wrap around the soap, secured by a red sticker. It leaves the soap's raw, textured side exposed as the focal point, while the band itself supplies the clean edge and structure around it.

Material: A thick Kraft paper Fedrigoni Freelife Kraft, 280gsm, FSC-certified, felt-marked, and biodegradable, with tactile weight to feel considered. This was a small-batch run of 150 units, so each sleeve was hand-cut.

Front & Back: The front carries the ingredients, styled like a vintage apothecary label. The ingredients moved to the front with a message on the back.

Copy: The back copy reads: "harmoniously blended with nourishing oils and enriched with exfoliating plant material to create a natural, gentle soap that nourishes, protects and softens the skin." This is where the soap shifts from utility to a gift worth keeping.

Wordmark: The Agrarius wordmark sits with visual prominence on the front of the band. At a financial conference, the brand needs to be recognisable in someone's hand within a second.

Colour: A single spot colour in the brand's red, rather than a fully printed label, kept the design disciplined.

Template

Technical dieline for the folded Agrarius soap sleeve.
Technical dieline for the folded Agrarius soap sleeve.

1. Flatprint

Flatprint of Agrarius kraft sleeve.
Flatprint of Agrarius kraft sleeve.

2. Scored & Folded

Scored and folded Agrarius kraft sleeve.
Scored and folded Agrarius kraft sleeve.

3. Tension Fit

Final Agrarius kraft sleeve on a tallow soap bar.
Final Agrarius kraft sleeve on a tallow soap bar.

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.

Agrarius soap displayed with other branded conference gifts.
Agrarius soap displayed with other branded conference gifts.

On the conference table — the soap bars alongside other Agrarius giveaways at the stand.

See my work,
or get in touch.

See my work,
or get in touch.

See my work,
or get in touch.

Ruann Esterhuysen

© Copyright

2026.

Ruann Esterhuysen

Ruann Esterhuysen

© Copyright

2026.

Ruann Esterhuysen

Ruann Esterhuysen

© Copyright

2026.

Ruann Esterhuysen