equals – Facial Soap Rebranding

I worked on the editing and writing, copywriting for the website, packaging and leaflet text for the rebranding of equals, a facial soap brand.

equals is a facial soap made by Royce Co., Ltd., based in Miyaki Town, Saga Prefecture. Developed using the company’s proprietary “vacuum pressure method,” it produces a lather with the same salt concentration as the human body (approximately 0.9%), making it exceptionally gentle on the skin. During cleansing, it maintains the skin’s osmotic balance——removing impurities while keeping stress on the skin to a minimum. With each wash, it helps create the conditions for the skin to draw on its own natural ability to recover and restore itself.

Before the rebrand, Royce had built its reputation primarily in OEM manufacturing, producing original soaps for various clients while leveraging its distinctive technical expertise. Alongside this, the company had been selling its own product under the name “Salt Soap | The Gift of Salt.” The rebranding marked a shift toward strengthening the company’s own brand: the product was relaunched as equals, reformulated with the addition of ceramide, and repriced accordingly.

The name “equals” comes from the fact that when lathered, the soap produces foam with the same salt concentration as the human body (approximately 0.9%). The plural “s” carries a double meaning: beyond the literal sense of equivalence, it reflects a wish for the soap to adapt to and care for the skin of all kinds of users——from babies to those with sensitive or delicate skin.

The website was designed around visuals, with a clean and intuitive layout that communicates the brand’s identity at a glance. At the same time, motion design in the logo and buttons was used to enrich the expression of the brand’s world and tactile quality. The motion logo features a transition from the “=” symbol into the brand mark, rendered as a smooth animation that evokes the silky, gliding sensation of using the soap.