The purpose of redesigning the Duru brand solid soap for the Middle- Eastern market was to create an elegant, premium, unique and fragrance focused design. The front side of the soap got a feminine look due to the gradually descending concave surfaces which were created initially from the distinctive shape of the Duru logo. The flower and scent perception was provided by the relief application of the abstract forms on the front left concave surface. On the back side of the soap the abstract forms were again applied in relief inside a perfume bottle.
The side profile was slimmed and given an arch shape in order to have the soap look larger on the shelf compared to competitors’. Due to this shape the contact with the wet ground which is melting the soap, has been minimized, preventing unnecessary losses. The corners of the soap and the edges of the concave surfaces were made sharp in order to prevent its slipping from hand and to provide an ergonomic grip.
