This brand recycles fruit waste from the process of jam-making by using it as the key ingredient in their handmade soap. The branding concept is that the fruit scraps become animated, and angrily declare that they are not rubbish, but rather a sustainable ingredient. The play on words, ‘Pith Off’ is used both as a name and as part of the copywriting. In keeping with this cheeky tone of voice, the packaging is heavily typographic, using hand-drawn typography to add to the brand’s character. The illustrations are also hand-made using ripped paper which resembles fruit peel. 
Concept work for student project
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