gentle mood

The challenge

gentle mood was founded on the idea that plastic-free body care could be both functional and enjoyable, bringing a little more intention to everyday routines.

Inspired by the Japanese concept of zakka, the brand combined functional products with thoughtful design. We take inspiration from this to redefine the humble bar soap and transform this everyday ordinary item into something extraordinary.

As a new brand with no agency or advertising budget, the challenge was twofold: reaching consumers already embracing a low-waste lifestyle, while inspiring a broader audience to reconsider their everyday habits and make the switch from liquid body washes to solid soap bars.

The solution

With limited resources, building gentle mood’s presence depended on giving people a clear reason to discover the brand and connect with its story.

The creative direction drew on the Japanese concept of zakka, bringing together everyday function, thoughtful design, and the idea that the objects we surround ourselves with can bring us joy.

Each platform played a different role in introducing that idea.

Instagram focused on the products, their design, and the everyday appeal of plastic-free alternatives. TikTok took a more personal approach, drawing on trending sounds and the experience of building a small business to introduce the brand to audiences beyond the sustainability community.

Alongside organic content, I developed relationships with creators and publications that could introduce gentle mood to relevant audiences. This helped establish a presence for a new brand through social storytelling, creator gifting, and earned media.