Amal was created with the purpose of giving back - as a social enterprise with naturally made soap as their hero product, they donate 50% of their profits to various refugee charities and the rest is reinvested back into the business. And although the soap they manufacture is unique in itself, the brand places their focus on the community aspect of their organisation - the art of soapmaking and how it has the power to connect.
The design and branding approach is reflecting Amal's values of sustainability and service. The graphic elements used throughout are derived from the logo and are symbolising community and stability that their refugee employees gain when they join the company. The paired back colour palette and elegant typeface compliment the sophisticated imagery used throughout the branding collateral.