THE EDIBLE SOAP
This isn't a product.
It's a protest.
What
Charity/Awareness Campaign
Role
Lead Designer
Client
The Hygiene Bank
Agency
Saatchi&Saatchi London
Year
2025
Eat, or wash?
In the UK, one of the world’s richest countries, 5.3 million adults are trapped in hygiene poverty, forced to choose between feeding their families and maintaining basic hygiene.
The Edible Soap it’s the first ever bar of soap you can eat and wash with we have developed in partnership with The Hygiene Bank and The Goodwash Company.
The design reflects the impossible choice millions of people have to make on a daily basis. The packaging, like a coin that’s meant to be flipped, has no front or back, representing the endless conundrum of choice.
We have borrowed from the visual language of tins and hygiene products, porcelain and heritage crests. We also produced real soap you can eat and wash with.
The Edible Soap is created in protest against hygiene poverty, with all the profits going directly to The Hygiene Bank.
TEAM
Chief Creative Officer Franki Goodwin
Executive Creative Director Will John
Creative Henrik Ridderheim
Creative Olivia Weston
Creative Emily Downing
Design Director Nathan Crawford
Design Director Francisco Fernandes
Head of Design Kevin Hipke
Designer Weronika Szklarek
Planning Director Mathieu Abet
Business Lead Rania Kouros
Account Director Julia Leibetseder
Executive Producer Adam Walker
