Honcho came to Sobi as a new men’s natural soap line entering a crowded market dominated by gimmicky branding and chemical-laden products masquerading as masculine. They needed a brand that could cut through the noise—one that spoke authentically to modern men who refuse to compromise on what goes on their skin, without falling into tired masculine clichés or preachy wellness-speak.
We built Honcho’s brand strategy around a simple truth: men get dirty in a thousand different ways, but they all want to clean up right. The positioning became clear early on: You handle the tough stuff. Honcho handles your softer side. This isn’t self-care as weakness, it’s confidence through quality.
The identity system reflects this philosophy. We chose Hudson for the wordmark—a typeface embodying American industrial craftsmanship with bold, condensed letterforms and zero decorative flourishes. Paired with Geist Mono’s technical precision on packaging, the typography establishes the brand’s dual nature: powerful yet thoughtfully crafted, straightforward yet premium.
Each soap variant tells a distinct narrative through saturated colour, custom iconography, and copy that sounds like the target customer. Pine Lodge’s deep forest green. Cowboy Campfire’s burnt orange. Yacht Club’s navy sophistication. The packaging employs clean geometric structure and intentional composition—utilitarian, bold, unapologetically confident.
We developed campaign concepts that celebrates how every man seizes his day differently: the dirt biker, the trail runner, the boardroom strategist. Photography direction across athletic pursuits and passions that leave you sweaty, muddy, and fully alive—then Honcho cleans you up with all-natural, USA-made ingredients you can trust.
The result: A brand that rejects corporate fluff and honours authentic masculinity. Honest positioning for a genuinely good product. Natural soap for men who play hard and refuse to settle for petrochemical garbage.
