Moods&Lather
read full case study
From soap side-hustle to science-backed skincare brand
How we helped a founder evolve her handmade soap business into a holistic body care brand infused with science, elegance, and purpose.
THE CHALLENGE
When Aica Suarez, a PhD chemist and founder of Moods&Lather, approached us from Singapore, she was ready to transform. Since 2019, she had been quietly building a small handmade soap business on the side. But her vision had outgrown her DIY branding. She wasn’t just making soap anymore, she was on a mission to shift the skincare conversation away from just the face, and toward the whole body.
With a unique scientific approach to formulation, Aica wanted to evolve her passion project into a full-fledged business—one that matched her ambition and resonated with modern, wellness-driven consumers. But her existing brand didn’t reflect any of that. It felt inconsistent, unclear, and barely there.
OUR APPROACH
We partnered with Aica on a three-week Design Intensive, a focused, collaborative sprint perfect for founders who are decisive, mission-led, and ready to move fast.
Week 1
We started with strategy. Together, we unpacked her brand foundations, audience, competitors, and ambitions. We defined the core brand idea:
Personalised body care rooted in science, grounded in nature, and designed for skin that evolves over time.
Week 2
We moved into visual identity, drawing from the flow of nature, Southeast Asian ingredients, and the quiet precision of lab science. We crafted a custom wordmark with interlocking “O”s—a subtle nod to both molecular bonds and the meditative feel of lathered skin. The design was elegant, intentional, and human.
From there, we developed:
– A rich, earthy colour palette inspired by clay, botanicals, and sea
– Sophisticated typography mixing editorial refinement with clarity
– Packaging concepts, social templates, and a comprehensive brand toolkit to guide implementation
– Photography direction to capture both the scientific and soulful sides of the brand
Week 3
To support her pre-launch phase, we designed a minimal website for email collection allowing her to build excitement and community while finalising formulations and production.
THE OUTCOME
Aica walked away with a brand identity that felt like her future, not her past.
“Willda transformed my brand from disjointed and unclear to cohesive and future-ready. Weronika's structured approach, including a detailed branding questionnaire, helped me articulate my vision, tone, and competitive edge with clarity. The process was fast-paced and efficient.
While the speed and reliance on clear feedback from the founder were a challenge as someone new to branding, her thorough process helped with that. If you’re prepared for quick turnarounds, Willda is an excellent choice for bringing your brand to life!”
— Aica Suarez, Founder of Moods&Lather
While implementation is still ongoing, the strategy and creative direction are now acting as her north star—helping her stay focused and intentional as she enters a new chapter with confidence.
Skincare & Wellness
D2C
Pre-launch
challenge
We’ve outgrown our handmade roots and need to evolve into a premium, science-backed body care brand—with visuals and strategy that reflect our founder’s expertise and big ambitions.
solution
Brand Strategy
Visual Identity
Art Direction
Packaging
Social Media Templates
Website Design
Website Development
impact
A transformative brand identity that elevated the business from hobby to high-growth potential. Strategy and creative direction now guide the client’s next phase, with implementation underway and a growing email list ahead of launch.
Moods&Lather
read full case study
From soap side-hustle to science-backed skincare brand
How we helped a founder evolve her handmade soap business into a holistic body care brand infused with science, elegance, and purpose.
THE CHALLENGE
When Aica Suarez, a PhD chemist and founder of Moods&Lather, approached us from Singapore, she was ready to transform. Since 2019, she had been quietly building a small handmade soap business on the side. But her vision had outgrown her DIY branding. She wasn’t just making soap anymore, she was on a mission to shift the skincare conversation away from just the face, and toward the whole body.
With a unique scientific approach to formulation, Aica wanted to evolve her passion project into a full-fledged business—one that matched her ambition and resonated with modern, wellness-driven consumers. But her existing brand didn’t reflect any of that. It felt inconsistent, unclear, and barely there.
OUR APPROACH
We partnered with Aica on a three-week Design Intensive, a focused, collaborative sprint perfect for founders who are decisive, mission-led, and ready to move fast.
Week 1
We started with strategy. Together, we unpacked her brand foundations, audience, competitors, and ambitions. We defined the core brand idea:
Personalised body care rooted in science, grounded in nature, and designed for skin that evolves over time.
Week 2
We moved into visual identity, drawing from the flow of nature, Southeast Asian ingredients, and the quiet precision of lab science. We crafted a custom wordmark with interlocking “O”s—a subtle nod to both molecular bonds and the meditative feel of lathered skin. The design was elegant, intentional, and human.
From there, we developed:
– A rich, earthy colour palette inspired by clay, botanicals, and sea
– Sophisticated typography mixing editorial refinement with clarity
– Packaging concepts, social templates, and a comprehensive brand toolkit to guide implementation
– Photography direction to capture both the scientific and soulful sides of the brand
Week 3
To support her pre-launch phase, we designed a minimal website for email collection allowing her to build excitement and community while finalising formulations and production.
THE OUTCOME
Aica walked away with a brand identity that felt like her future, not her past.
“Willda transformed my brand from disjointed and unclear to cohesive and future-ready. Weronika's structured approach, including a detailed branding questionnaire, helped me articulate my vision, tone, and competitive edge with clarity. The process was fast-paced and efficient.
While the speed and reliance on clear feedback from the founder were a challenge as someone new to branding, her thorough process helped with that. If you’re prepared for quick turnarounds, Willda is an excellent choice for bringing your brand to life!”
— Aica Suarez, Founder of Moods&Lather
While implementation is still ongoing, the strategy and creative direction are now acting as her north star—helping her stay focused and intentional as she enters a new chapter with confidence.
Skincare & Wellness
D2C
Pre-launch
challenge
We’ve outgrown our handmade roots and need to evolve into a premium, science-backed body care brand—with visuals and strategy that reflect our founder’s expertise and big ambitions.
solution
Brand Strategy
Visual Identity
Art Direction
Packaging
Social Media Templates
Website Design
Website Development
impact
A transformative brand identity that elevated the business from hobby to high-growth potential. Strategy and creative direction now guide the client’s next phase, with implementation underway and a growing email list ahead of launch.
Moods&Lather
From soap side-hustle to science-backed skincare brand
read full case study
How we helped a founder evolve her handmade soap business into a holistic body care brand infused with science, elegance, and purpose.
THE CHALLENGE
When Aica Suarez, a PhD chemist and founder of Moods&Lather, approached us from Singapore, she was ready to transform. Since 2019, she had been quietly building a small handmade soap business on the side. But her vision had outgrown her DIY branding. She wasn’t just making soap anymore, she was on a mission to shift the skincare conversation away from just the face, and toward the whole body.
With a unique scientific approach to formulation, Aica wanted to evolve her passion project into a full-fledged business—one that matched her ambition and resonated with modern, wellness-driven consumers. But her existing brand didn’t reflect any of that. It felt inconsistent, unclear, and barely there.
OUR APPROACH
We partnered with Aica on a three-week Design Intensive, a focused, collaborative sprint perfect for founders who are decisive, mission-led, and ready to move fast.
Week 1
We started with strategy. Together, we unpacked her brand foundations, audience, competitors, and ambitions. We defined the core brand idea:
Personalised body care rooted in science, grounded in nature, and designed for skin that evolves over time.
Week 2
We moved into visual identity, drawing from the flow of nature, Southeast Asian ingredients, and the quiet precision of lab science. We crafted a custom wordmark with interlocking “O”s—a subtle nod to both molecular bonds and the meditative feel of lathered skin. The design was elegant, intentional, and human.
From there, we developed:
– A rich, earthy colour palette inspired by clay, botanicals, and sea
– Sophisticated typography mixing editorial refinement with clarity
– Packaging concepts, social templates, and a comprehensive brand toolkit to guide implementation
– Photography direction to capture both the scientific and soulful sides of the brand
Week 3
To support her pre-launch phase, we designed a minimal website for email collection allowing her to build excitement and community while finalising formulations and production.
THE OUTCOME
Aica walked away with a brand identity that felt like her future, not her past.
“Willda transformed my brand from disjointed and unclear to cohesive and future-ready. Weronika's structured approach, including a detailed branding questionnaire, helped me articulate my vision, tone, and competitive edge with clarity. The process was fast-paced and efficient.
While the speed and reliance on clear feedback from the founder were a challenge as someone new to branding, her thorough process helped with that. If you’re prepared for quick turnarounds, Willda is an excellent choice for bringing your brand to life!”
— Aica Suarez, Founder of Moods&Lather
While implementation is still ongoing, the strategy and creative direction are now acting as her north star—helping her stay focused and intentional as she enters a new chapter with confidence.
Skincare & Wellness
D2C
Pre-launch
challenge
We’ve outgrown our handmade roots and need to evolve into a premium, science-backed body care brand—with visuals and strategy that reflect our founder’s expertise and big ambitions.
solution
Brand Strategy
Visual Identity
Art Direction
Packaging
Social Media Templates
Website Design
Website Development
impact
A transformative brand identity that elevated the business from hobby to high-growth potential. Strategy and creative direction now guide the client’s next phase, with implementation underway and a growing email list ahead of launch.
