Pears
Pears is one of Britain's most recognisable soap brands, with a heritage spanning more than 200 years. This project explores how the brand could be repositioned for a modern audience while preserving the values that have made it so enduring.
Through a refined visual identity, editorial-inspired art direction and a renewed focus on transparency and craftsmanship, the project aims to bring new relevance to a timeless household name.
Client
PEARSrole
DESIGNERYEAR
2026
The Ask
Bring Pears Soap back into the spotlight focusing on a modern audience without losing the trust and heritage that has defined the brand for over two centuries. The challenge was to create a more premium identity that balanced tradition with contemporary design, using editorial-inspired layouts, elevated typography and thoughtful packaging to reposition Pears as a timeless, desirable everyday luxury while remaining unmistakably true to its legacy.
The Design
The design builds on the core values that have defined Pears for generations: purity, transparency and gentle care. These principles shape every aspect of the visual identity, from the clean typography and understated layouts to the product-first packaging.
Editorial-inspired photography uses light, shadow and warm tones to reflect the clarity of the iconic glycerine soap, creating a visual language that feels both contemporary and rooted in Pear's heritage. The result is a brand that honours its heritage while presenting Pears in a more elevated and relevant way for today's audience.
The development
The development began by exploring Pears' existing logotype alongside the many variations the brand has used throughout its history. The aim was to create typography that felt contemporary and refined while retaining a clear connection to the brand's heritage.
Early concepts involved redrawing several historic logos to better understand their character before refining the direction towards a more modern logotype. The chosen typeface, designed by Tobias Frere-Jones, captured the balance of elegance and heritage I was aiming for, becoming both the primary logotype and the foundation of the wider brand typography.
Packaging design
The packaging design is currently in development and will be added as the project progresses. The focus is on translating the refined visual identity into a considered packaging system that reflects the same balance of heritage, simplicity and contemporary elegance seen throughout the rest of the brand.