Perfectly Imperfect

Slash Agency partnered with KUHDOO, an Austin-based organic soap start-up, as the brand prepared to expand nationally. While the products were gaining traction, the existing identity lacked cohesion and scalability. KUHDOO needed a system that could unify every touchpoint — from packaging and print to apparel and digital, in order to compete in larger markets. To deliver at that level, Slash brought me in as a design partner to lead the development of a full brand identity system that could elevate KUHDOO’s presence and support their rapid growth.

Working closely with the Slash team, I created a comprehensive brand package that translated KUHDOO’s “perfectly imperfect” ethos into a polished, scalable identity. Deliverables included a custom typographic logo, business cards, letterhead, apparel, illustrations, brand guidelines, and packaging design. Each piece was designed not as a stand-alone, but as part of a cohesive system built to expand with the company. The strategy was to balance the authenticity of a handmade brand with the professionalism required to thrive in national markets, giving KUHDOO a visual identity that worked seamlessly across retail, print, and digital environments.

The collaboration resulted in a brand identity that elevated KUHDOO from a promising start-up into a lifestyle brand ready for broader recognition. The new packaging stood out on shelves, the collateral reinforced professionalism in every client interaction, and the guidelines provided a roadmap for consistent growth. For Slash, the partnership underscored the value of bringing in a specialist to execute a high-level creative solution. For me, it was proof that the right design system can transform a small business into a brand with staying power, and a strong example of the type of full-scope, high-impact projects I deliver.