Free Soul
Free Soul committed to every woman. With a brand and packaging system built to scale.
Founded in 2017, wellbeing brand Free Soul emerged as one of the first of its kind. Blends, solutions and supplements, built entirely around women’s needs. Naturally, growth came fast. But in a crowded digital landscape, Free Soul needed to move from a collection of viral products, to a brand that could lead a category.
We built a distinct and elevated identity inspired by womanhood itself. With a packaging system fit to stand out both on and off screen, ahead of their retail debut.
Overview
The partnership
A rebrand to take Free Soul’s fast growing product range from TikTok Shop to the high street. Including a new identity, packaging and website.
Define
Is wellness a category or a trend? At a time where too many brands are jumping on the bandwagon, we had to make Free Soul feel real. Market research with the Free Soul community revealed a clear truth: women don’t want to be told how to live, but met where they are. So we put the ‘being’ back into wellbeing. Celebrating the real, raw and beautiful everyday lives of women everywhere.
The idea
‘Wellbeing for being a woman’ sits at the heart of Free Soul. Immediately accessible, immediately ownable. A unifying idea, as real as the women it serves.
Create
The new identity reimagines Free Soul as the home of women’s wellbeing. Rooted in where the brand began, it’s elevated into a more meaningful space where every woman feels seen. With packaging already such a key touchpoint, we created a system that builds brand as much as product. Turning pack into a true brand asset.
Logo
A distinctive vertical logo serves as a pillar of consistency on and off pack. Easily scaleable, it gives the Free Soul name a strong new presence.
Packaging system
Free Soul needed a packaging system that balanced brand and product in equal measure. A new layout achieved just that. Building on what made the original packaging distinctive, we elevated it into something more considered and ready to scale.
Voice
The brand voice runs on empathy and accessibility. A distinct if-you-know-you-know tone shows Free Soul gets it. Like really gets it.
Typography
A font with just the right amount of flare. Balancing warmth and precision, it works across everything from bold headlines to detailed nutritional information.
Commit
Free Soul committed to a full launch campaign, from a TikTok takeover to billboards across London. Working closely with their in-house team across the website and launch assets, the brand was ready to show up consistently wherever it went next.
The different reality
The refresh took Free Soul from a digitally native brand to one that thrives in the real world. Nationwide listings in Tesco and Boots have strengthened their online growth. While in-person events and collaboration continue to deepen their connection with an ever-expanding community.
Rebranding Free Soul after eight years was a huge responsibility. From day one, Ragged Edge understood who we are and where we want to go. They weren’t afraid to challenge our thinking and pushed us beyond our comfort zones. The result is an identity that feels more powerful and unmistakably Free Soul. It’s exactly the step forward our brand, and the women we serve, needed.
To our friends at Free Soul
A new chapter takes bravery and true collaboration. You brought it all to the table. Thank you Rohini, Arjun, Lucy, Charlie, Grant and Jen.