Lather up
Tangent GC identity by Carl Nas Associates, Stockholm

Lather up

Stockholm – Detergent and shoe care brand Tangent GC is expanding its remit with its first line of organic soap.

Article/20279 #1
Tangent GC identity by Carl Nas Associates, Stockholm

Stockholm – Detergent and shoe care brand Tangent GC is expanding its remit with its first line of organic soap.

  • Since 2013, Tangent GC has been creating non-chemical detergents and shoe polishes
  • TGC100 is its first line of personal care products – a set of four organic, perfumed liquid soaps

The only product from Tangent GC that is intended to touch the skin, the series of organic, perfumed soap has the same ethos of using all-natural ingredients. The soaps are made in France from pure vegetable oils, lye, pearl ash, cellulose gum, salt and water. There are no preservatives or colouring, and each is scented with natural perfumes such as vanilla musk and mandarin.

The packaging and visual identity were designed by London-based Carl Nas Associates, who also previously worked on the detergent line. Maintaining its minimalist aesthetic, the design consultancy added swathes of colour in the form of a digital fabric enveloping a white, genderless human body in the campaign imagery. The visual evokes the idea of scent and embraces a genderless aesthetic – showing that the product can be used by anyone.

‘The models were female and male, showing that organic skincare is for everyone,’ Carl Johan Nas, founder of Carl Nas Associates, tells LS:N Global. ‘We showed both genders in an equally unclothed appearance in order to communicate naturalness, and to be fair, to make organic products more sexy, which is still not that common.’

The Big Picture

In our Gen Neutral design direction we examine how beauty brands are creating a new visual identity for unisex products that focuses on a minimalist colour palette and tactile imagery.

Discover More News
Skinny Mobile clones its happiest customer to star in AI ads

News

Skinny Mobile clones its happiest customer to star in AI ads

Telecommunications company Skinny Mobile has digitally cloned its happiest customer, Liz Wright, turning her into an AI-powered brand ambassador fo...
Advertising : AI : Skinny Mobile
Danish grocery chain introduces new hack for boycotting US products

News

Danish grocery chain introduces new hack for boycotting US products

Grocery giant Salling Group is introducing a black star symbol on price tags to highlight European brands
Retail : Grocery Shopping : Denmark
Stat: India’s digital media surpasses tv for the first time

News

Stat: India’s digital media surpasses tv for the first time

Indians spent a staggering 1.1 trillion hours on their smartphones in 2024, averaging five hours daily.
India : 5G : Statistic
Estée Lauder claims Advanced Night Repair mimics beauty sleep

News

Estée Lauder claims Advanced Night Repair mimics beauty sleep

Estée Lauder is harnessing the viral appeal of beauty dupes with its latest campaign, positioning its Advanced Night Repair serum as the ultimate s...
Estée Lauder : Beauty : Retail
Four Seasons launches exclusive tournament series with tennis legends

News

Four Seasons launches exclusive tournament series with tennis legends

Four Seasons Hotels and Resorts has announced The Road to The Giorgio Armani Tennis Classic, a first-of-its-kind doubles competition featuring worl...
News : Tennis : Game-Changers: The Future Of Sports Fandom
Stat: UK shoppers embrace AI assistants for fashion finds

News

Stat: UK shoppers embrace AI assistants for fashion finds

British consumers are increasingly turning to AI assistants for online shopping, with fashion emerging as the top category, according to new data f...
AI Shopping Assistants UK : AI Shopping Assistant : AI
LS:N Global Just Got Smarter

News

LS:N Global Just Got Smarter

Meet our new AI tool, Ember.
The Future Laboratory
Glossier unveils immersive experience for Fleur fragrance launch in Paris

News

Glossier unveils immersive experience for Fleur fragrance launch in Paris

US beauty brand Glossier partnered with design studio Random to create an AI-driven brand experience for the launch of its Fleur fragrance at Galer...
Beauty : Retail : Design
Skincare specialist The Ordinary sells eggs in food price protest

News

Skincare specialist The Ordinary sells eggs in food price protest

Skincare label The Ordinary teamed up with US art collective MSCHF to sell cartons of eggs for just £2.66 ($3.37, €3.13) per dozen as a reaction to...
Beauty
Stat: Indian government is investing in new tourism infrastructure

News

Stat: Indian government is investing in new tourism infrastructure

The government in India has earmarked almost £366m ($474m, €440m) to develop 116 new tourist destinations.
Travel : Hospitality : Stat
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN