Reimagining soap structure for distinctive market presence
Elephant Design created a differentiated soap architecture for Park Avenue's relaunch, delivering an ergonomic structure that enhances brand recall beyond packaging.
Increased Shelf Presence
reduced slippage
Engineering a grip surface for soap
Minimizing runoff + maximizing surface area via structural design
Creating an iconic structure for recall 
Park Avenue needed to differentiate its premium men's soap in an overcrowded market dominated by established players. Our structural redesign created "The Edge"- a bold, angular form with improved ergonomics and distinctive silhouette that reinforces the brand's masculine positioning. 
For the Discerning Gentleman
Park Avenue, part of the distinguished Raymond Group, has established a strong position in the premium wardrobe solutions market with successful extensions into men's accessories and toiletries. Since the early 2000s, their soap offering has targeted young, ambitious corporate professionals with a flair for fashion, while also attracting older consumers through Raymond's legacy of quality. The brand projects values of smartness, masculinity, premium quality, and entrepreneurial spirit across its product range. 
Differentiating Soap via Structure
Park Avenue recognized that in the soap category, product structure plays a critical role in brand recognition and recall. This insight drove their decision to partner with Elephant Design to develop a distinctive soap structure that would embody their brand values while standing out in soap dishes nationwide. Their vision required creating a bold, masculine, dynamic design that would command attention in a crowded market while navigating the technical constraints of soap manufacturing processes. The structural redesign needed to communicate premium quality and masculine energy through form alone, complementing their packaging graphics while functioning ergonomically during daily use. The Edge Design Evolution
The final "Edge" concept features a distinctive stepped silhouette with chamfered face and angular side edges that provide superior grip. This bold structure appears larger than competitive offerings, reinforcing Park Avenue's premium positioning. The design combines masculine aesthetics with practical benefits—its curved bottom profile minimizes water contact to reduce dissolution, while the clean surface provides ample branding opportunity. 
Bold Geometry Meets Functional Elegance
The Edge structure embodies Park Avenue's brand personality through the deliberate combination of bold angularity with fluid curves. Its futuristic, premium design language features clean, decluttered surfaces that maximize branding opportunities. 
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