We Build Household Brands with Soul

CPG Home Goods Branding Agency

We're an award-winning household branding and CPG agency with 25+ years of brand-building expertise in strategy, design, and innovation for iconic paper, personal care, pet, and emerging D2C home brands, including Angel Soft, Dry Idea, and Milk-Bone. From brand positioning to portfolio architecture, and packaging design to visual identity systems, we're trusted to take household brands from stagnant to standout on shelf, in the aisle, and in the cart. By leveraging our signature S.O.U.L. process and proprietary brand-building tools, we uncover the motivating emotion that makes your brand the one they reach for in-store and online. Check out our household case studies and book a call. Ready to make moves?

Angel Soft | Packaging Redesign

Milk-Bone | Packaging Design

Dry Idea | Brand Redesign

Colorful graphic with a yellow asterisk symbol and the text 'don't sweat the big stuff' against a background divided into pink and yellow sections.
Two deodorant bottles side by side. The left bottle is white with blue and yellow accents, labeled 'Dry Idea Advanced Dry Unscented' with additional text about it's hypoallergenic properties and 72 hours of protection. The right bottle is coral and pink with purple text, labeled 'dry idea unscented', with text about its hypoallergenic properties, 72-hour odor protection, and fast drying, and a yellow badge indicating dermatologists tested, with a background split between light blue and dark blue.
Three bottles of Dry Idea antiperspirant deodorant on pink background, with a small orange block. The bottles are fragrance-free, unscented, and claim 2x longer sweat protection.
An advertisement for Dry Idea fragrance-free deodorant featuring smiling women, product images, colorful background, and text emphasizing confidence, freshness, and dermatological testing.

We Build Food Brands With Soul

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We Build Food Brands With Soul •

“Our core packs are selling more and selling faster. They are popping at retail, and there’s a lot of excitement around Vizzy’s new look.”

- Liz Cramton, Molson Coors

Work With Us

Zilla | Brand Redesign

FungiCure | Brand Redesign

Let’s Get Started

Tell us about your household goods brand. We'll talk straight, move fast, and show you how S.O.U.L. turns insight into a brand people choose, remember, and buy.

email:

letsworkwith@soulsight.com