The Brick
The Brick
A bar soap brand built from a gym conversation.
A bar soap brand built from a gym conversation.
Overview
Overview
Overview
"I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life. Certain these will be great sellers."
Dan Hunter
,
VP of Product Development
"I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life. Certain these will be great sellers."
Dan Hunter
,
VP of Product Development
"I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life. Certain these will be great sellers."
Dan Hunter
,
VP of Product Development
The Brick Soap Company makes pH-balanced bar soap for men. Dan Hunter and Dave Rosati had a manufacturer, a product formula, and a name. They brought Chalant on to build the brand around it: identity, packaging, marketing strategy, and investor deck. The product is now live at thebricksoap.com.
The Brick Soap Company makes pH-balanced bar soap for men. Dan Hunter and Dave Rosati had a manufacturer, a product formula, and a name. They brought Chalant on to build the brand around it: identity, packaging, marketing strategy, and investor deck. The product is now live at thebricksoap.com.
Client:
Client:
The Brick Soap Company
The Brick Soap Company
Industry:
Industry:
Men's Grooming / Consume Goods
Men's Grooming / Consume Goods
Agency
Agency
Chalant
Chalant
Production Company
Production Company
-
-
Project Type
Project Type
Brand Identity + Packaging Design + Marketing Strategy
Brand Identity + Packaging Design + Marketing Strategy
Timeline:
Timeline:
February 2025 to August 2025
February 2025 to August 2025
Location
Location
📍 Orlando, FL / Toronto, Canada
📍 Orlando, FL / Toronto, Canada
Deliverables
Deliverables
Brand identity system, product packaging, marketing strategy, investor pitch deck
Brand identity system, product packaging, marketing strategy, investor pitch deck
Before We Got Involved
Before We Got Involved
Before We Got Involved
Dan Hunter is VP of Product Development at Hunter Amenities, a company that's been manufacturing personal care products for decades. Dave Rosati runs RH Brands out of Canada and handles the business strategy side. Together, they'd developed a men's bar soap formula they believed in. All-natural. pH-balanced. The kind of product that could compete with Dr. Squatch and the rest of the premium men's grooming market.
They had the formula. They had the manufacturer. They had the name. The next step was building the brand around it: visual identity, packaging, marketing strategy, investor materials. And they had an Amazon launch date on the calendar.
McClain met Dave at the gym. They got to talking about the project, and the conversation turned into a handshake. Chalant came on to build the brand layer.
Dan Hunter is VP of Product Development at Hunter Amenities, a company that's been manufacturing personal care products for decades. Dave Rosati runs RH Brands out of Canada and handles the business strategy side. Together, they'd developed a men's bar soap formula they believed in. All-natural. pH-balanced. The kind of product that could compete with Dr. Squatch and the rest of the premium men's grooming market.
They had the formula. They had the manufacturer. They had the name. The next step was building the brand around it: visual identity, packaging, marketing strategy, investor materials. And they had an Amazon launch date on the calendar.
McClain met Dave at the gym. They got to talking about the project, and the conversation turned into a handshake. Chalant came on to build the brand layer.
Dan Hunter is VP of Product Development at Hunter Amenities, a company that's been manufacturing personal care products for decades. Dave Rosati runs RH Brands out of Canada and handles the business strategy side. Together, they'd developed a men's bar soap formula they believed in. All-natural. pH-balanced. The kind of product that could compete with Dr. Squatch and the rest of the premium men's grooming market.
They had the formula. They had the manufacturer. They had the name. The next step was building the brand around it: visual identity, packaging, marketing strategy, investor materials. And they had an Amazon launch date on the calendar.
McClain met Dave at the gym. They got to talking about the project, and the conversation turned into a handshake. Chalant came on to build the brand layer.
What We Did Differently
What We Did Differently
What We Did Differently
Building the Identity Before the Box
Most founders want to start with packaging. "Make it look cool and we'll figure out the rest." Chalant went the other way.
Before our creative director Valentim touched a single packaging mockup, the team built a complete brand foundation. Target persona (a 32-year-old urban professional they named "Alex"). Color palette: dark blue, off-white, and terracotta. Typography: Interstate, clean and masculine without trying too hard. A three-phase marketing strategy that mapped out brand development, digital marketing, and partnership outreach.
That foundation work paid off later. When the team got into packaging details, every decision could be measured against a brand system that already existed. Logo placement, copy hierarchy, color application. None of it was a guess. It all traced back to a documented system.
Packaging That Tells You What It Is
The packaging design went through weeks of refinement. The team treated every panel like it mattered, because it does.
The front panel alone went through multiple rounds. Where does the logo go? Wordmark or full logo? What copy sits on the front versus the back versus the side panel? Dan's regulatory expertise helped steer the copy early. "Organic" carries specific certification requirements in personal care, so the team landed on "all-natural" and "pH-balanced" as the lead callouts.
Valentim also designed a full set of original illustrations for the brand. Each of the 5 scent variants got its own hand-drawn botanical stamp: cedarwood branches for The Woodsman, a charcoal rock for The Smith, citrus leaves for The Harvester, bergamot for The Executive, sandalwood for The Seafarer. The illustrations use a postage stamp frame with a hand-drawn, slightly weathered line style that matches the distressed texture in the logo. They show up on the side panels of the packaging and give each variant its own visual identity while keeping the full line cohesive.
That kind of custom artwork is what separates a brand from a label. Stock icons would have checked the box. Original illustrations built a world.
The team brainstormed a batch of slogan options. Dave landed on "Begin the Build" for the tear-here tab on the packaging. A small detail that turned opening the box into a moment.
The final tagline, "Build Yourself Brick by Brick," carried the brand's construction metaphor across every touchpoint.
Two Perspectives, One Product
Dan brings deep product knowledge. He knows formulation, regulatory requirements, and what the physical product needs to say. Dave brings brand strategy. He's thinking about shelf presence, market positioning, and what makes a first-time buyer reach for it.
Having both perspectives in the room made the work sharper. When Dave wanted to push the visual identity further for standout, the team pulled from the brand positioning work in month one to find the right balance. When Dan's regulatory expertise flagged that certain copy claims needed adjustment, Valentim reworked the design to stay compliant without losing the premium feel.
The packaging went to the printer within weeks. Zero major rework.
Building the Identity Before the Box
Most founders want to start with packaging. "Make it look cool and we'll figure out the rest." Chalant went the other way.
Before our creative director Valentim touched a single packaging mockup, the team built a complete brand foundation. Target persona (a 32-year-old urban professional they named "Alex"). Color palette: dark blue, off-white, and terracotta. Typography: Interstate, clean and masculine without trying too hard. A three-phase marketing strategy that mapped out brand development, digital marketing, and partnership outreach.
That foundation work paid off later. When the team got into packaging details, every decision could be measured against a brand system that already existed. Logo placement, copy hierarchy, color application. None of it was a guess. It all traced back to a documented system.
Packaging That Tells You What It Is
The packaging design went through weeks of refinement. The team treated every panel like it mattered, because it does.
The front panel alone went through multiple rounds. Where does the logo go? Wordmark or full logo? What copy sits on the front versus the back versus the side panel? Dan's regulatory expertise helped steer the copy early. "Organic" carries specific certification requirements in personal care, so the team landed on "all-natural" and "pH-balanced" as the lead callouts.
Valentim also designed a full set of original illustrations for the brand. Each of the 5 scent variants got its own hand-drawn botanical stamp: cedarwood branches for The Woodsman, a charcoal rock for The Smith, citrus leaves for The Harvester, bergamot for The Executive, sandalwood for The Seafarer. The illustrations use a postage stamp frame with a hand-drawn, slightly weathered line style that matches the distressed texture in the logo. They show up on the side panels of the packaging and give each variant its own visual identity while keeping the full line cohesive.
That kind of custom artwork is what separates a brand from a label. Stock icons would have checked the box. Original illustrations built a world.
The team brainstormed a batch of slogan options. Dave landed on "Begin the Build" for the tear-here tab on the packaging. A small detail that turned opening the box into a moment.
The final tagline, "Build Yourself Brick by Brick," carried the brand's construction metaphor across every touchpoint.
Two Perspectives, One Product
Dan brings deep product knowledge. He knows formulation, regulatory requirements, and what the physical product needs to say. Dave brings brand strategy. He's thinking about shelf presence, market positioning, and what makes a first-time buyer reach for it.
Having both perspectives in the room made the work sharper. When Dave wanted to push the visual identity further for standout, the team pulled from the brand positioning work in month one to find the right balance. When Dan's regulatory expertise flagged that certain copy claims needed adjustment, Valentim reworked the design to stay compliant without losing the premium feel.
The packaging went to the printer within weeks. Zero major rework.
Building the Identity Before the Box
Most founders want to start with packaging. "Make it look cool and we'll figure out the rest." Chalant went the other way.
Before our creative director Valentim touched a single packaging mockup, the team built a complete brand foundation. Target persona (a 32-year-old urban professional they named "Alex"). Color palette: dark blue, off-white, and terracotta. Typography: Interstate, clean and masculine without trying too hard. A three-phase marketing strategy that mapped out brand development, digital marketing, and partnership outreach.
That foundation work paid off later. When the team got into packaging details, every decision could be measured against a brand system that already existed. Logo placement, copy hierarchy, color application. None of it was a guess. It all traced back to a documented system.
Packaging That Tells You What It Is
The packaging design went through weeks of refinement. The team treated every panel like it mattered, because it does.
The front panel alone went through multiple rounds. Where does the logo go? Wordmark or full logo? What copy sits on the front versus the back versus the side panel? Dan's regulatory expertise helped steer the copy early. "Organic" carries specific certification requirements in personal care, so the team landed on "all-natural" and "pH-balanced" as the lead callouts.
Valentim also designed a full set of original illustrations for the brand. Each of the 5 scent variants got its own hand-drawn botanical stamp: cedarwood branches for The Woodsman, a charcoal rock for The Smith, citrus leaves for The Harvester, bergamot for The Executive, sandalwood for The Seafarer. The illustrations use a postage stamp frame with a hand-drawn, slightly weathered line style that matches the distressed texture in the logo. They show up on the side panels of the packaging and give each variant its own visual identity while keeping the full line cohesive.
That kind of custom artwork is what separates a brand from a label. Stock icons would have checked the box. Original illustrations built a world.
The team brainstormed a batch of slogan options. Dave landed on "Begin the Build" for the tear-here tab on the packaging. A small detail that turned opening the box into a moment.
The final tagline, "Build Yourself Brick by Brick," carried the brand's construction metaphor across every touchpoint.
Two Perspectives, One Product
Dan brings deep product knowledge. He knows formulation, regulatory requirements, and what the physical product needs to say. Dave brings brand strategy. He's thinking about shelf presence, market positioning, and what makes a first-time buyer reach for it.
Having both perspectives in the room made the work sharper. When Dave wanted to push the visual identity further for standout, the team pulled from the brand positioning work in month one to find the right balance. When Dan's regulatory expertise flagged that certain copy claims needed adjustment, Valentim reworked the design to stay compliant without losing the premium feel.
The packaging went to the printer within weeks. Zero major rework.
Results
Results
Results
The Brick launched on Amazon in August 2025, on schedule. The product is now live at thebricksoap.com with active social channels across Instagram, TikTok, YouTube, and Facebook. In 6 months, Chalant took The Brick from a name and a formula to a brand on shelves. Identity system, packaging files, investor deck, and marketing strategy all delivered on time and within scope. Dan Hunter put it simply: "I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life." The project also brought in a third partner. By the time Martin Kocandrle from Virtual Ad joined to handle Amazon strategy, the brand assets were already built. He could start listing setup immediately instead of waiting on creative.
The Brick launched on Amazon in August 2025, on schedule. The product is now live at thebricksoap.com with active social channels across Instagram, TikTok, YouTube, and Facebook. In 6 months, Chalant took The Brick from a name and a formula to a brand on shelves. Identity system, packaging files, investor deck, and marketing strategy all delivered on time and within scope. Dan Hunter put it simply: "I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life." The project also brought in a third partner. By the time Martin Kocandrle from Virtual Ad joined to handle Amazon strategy, the brand assets were already built. He could start listing setup immediately instead of waiting on creative.
The Brick launched on Amazon in August 2025, on schedule. The product is now live at thebricksoap.com with active social channels across Instagram, TikTok, YouTube, and Facebook. In 6 months, Chalant took The Brick from a name and a formula to a brand on shelves. Identity system, packaging files, investor deck, and marketing strategy all delivered on time and within scope. Dan Hunter put it simply: "I appreciate the work you and your team have been doing. Amazing and really bringing the vision to life." The project also brought in a third partner. By the time Martin Kocandrle from Virtual Ad joined to handle Amazon strategy, the brand assets were already built. He could start listing setup immediately instead of waiting on creative.
What We Learned
What We Learned
What We Learned
Build the system before the thing. Every packaging decision on this project traced back to a brand identity document that already existed. That meant less debate and faster consensus, because the rationale was on paper before anyone opened a design file. Dan and Dave's depth of product knowledge made every round of feedback sharper. The final brand is stronger than any version Chalant would have built in a vacuum.
Build the system before the thing. Every packaging decision on this project traced back to a brand identity document that already existed. That meant less debate and faster consensus, because the rationale was on paper before anyone opened a design file. Dan and Dave's depth of product knowledge made every round of feedback sharper. The final brand is stronger than any version Chalant would have built in a vacuum.
Build the system before the thing. Every packaging decision on this project traced back to a brand identity document that already existed. That meant less debate and faster consensus, because the rationale was on paper before anyone opened a design file. Dan and Dave's depth of product knowledge made every round of feedback sharper. The final brand is stronger than any version Chalant would have built in a vacuum.
If you're building a consumer brand and need a team that can take it from concept to shelf, let's talk.
If you're building a consumer brand and need a team that can take it from concept to shelf, let's talk.
If you're building a consumer brand and need a team that can take it from concept to shelf, let's talk.
More Projects:
More Projects:
More Projects:
Start the conversation today
Let’s make something that feels good to create
— and good to share.
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hello@chalant.us
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Direct access to our team — no bots.
We ask smart questions fast.
Team leader
Start the conversation today
Let’s make something that feels good to create
— and good to share.
Do you prefer email?
hello@chalant.us
Copied
How do we connect?
We reply within 24 hours
Direct access to our team — no bots.
We ask smart questions fast.
Team leader
Start the conversation today
Let’s make something that feels good to create
— and good to share.
Do you prefer email?
hello@chalant.us
Copied
How do we connect?
We reply within 24 hours
Direct access to our team — no bots.
We ask smart questions fast.
Team leader