Case Study 04 — Soak Labs
Building a brand from zero — water, wellness and a rubber duck
As founder, I built a consumer hardware brand from the ground up — identity, product, packaging and go-to-market.
- Role
- Founder & Brand Designer
- Timeline
- 2022 – Present
- Platform
- Brand · Packaging · Web
- Tools
- Figma · Illustrator
01 — Context
A brand from zero — water, wellness and a rubber duck
As founder, I built Soak Labs from a blank page — no name, no identity, no product.
The brief was my own: make wellness playful, and make water the hero.
02 — The Challenge
Everything, all at once
Founding a consumer hardware brand meant owning every layer at the same time — identity, product, packaging and go-to-market.
A name and identity from scratch
Naming, logo, voice and a full visual system built from nothing.
Hardware that felt like wellness
Industrial design that made a everyday object feel considered.
A go-to-market on a founder's budget
Direct-to-consumer, lean, and built to learn fast.
03 — Building the System
From logo to launch
Define the brand world
A playful, water-led identity with a clear point of view.
↑ A brand people remember
Design the product and packaging
Form, finish and unboxing designed as one experience.
↑ Hardware that looks like wellness
Build the storefront
A direct-to-consumer store that tells the story and sells.
↑ Selling from day one
Ship and learn
First units in customers' hands, with feedback feeding the next run.
↑ A real product in the world
04 — Outcomes
A full brand, built solo
Brand system built end-to-end
From naming to packaging to storefront — owned start to finish.
Three product lines designed
A coherent range that grew from a single hero product.
Units in customers' hands
Thousands of units shipped direct to consumers.
05 — Reflection
What I'd do differently
I'd validate the product with paying customers even earlier, before polishing the brand.
And I'd document the system from day one so it could scale beyond me.