Australian design studio Universal Favorite has rebranded hygiene brand FOHM to Saintly. From the name to the tone and manner, product design, and visual identity, the project has completely reconstructed the brand, removing the functional image of existing hygiene products and approaching them with a young and creative sensibility.
“We wanted to go beyond the functional message of ‘better cleaning’ to the confidence and freshness that comes with cleanliness,” explains Ali Ozden, Universal Favorite’s creative director. Accordingly, the brand drew on the art and language of the Renaissance to develop the concept of ‘divine intervention.’
At the heart of the brand story is the strategy called ‘Heavenly Fresh’. Inspired by the Italian word for ‘fresco’, a Renaissance art technique, this strategy is elegantly reflected in language and visual elements.
The brand's flagship product, the Divine Dispenser, is a wall-mounted cleansing foam dispenser created in collaboration with Doris Dev, featuring a modern form with soft, rounded curves.
The color palette is centered around golden yellow and warm khaki, breaking away from the traditional white and blue of the sanitary market. These colors are used throughout the brand’s copy and web design, suggesting a cheerful and classy bathroom experience.
The Romie typeface by Studio Margot Levec features calligraphic elements inspired by Renaissance stone carvings. The logo and headline feature a customized ‘S’ lettering, which adds a touch of humor by resembling the ‘poop’ emoji shape. Brand details are in the form of the Grilli type Presura Mono, maintaining a contemporary balance.
The final element that completes the brand’s aesthetic is the original fresco ‘The Lake of Revitalisation’, which mixes natural and floral elements with playful details such as a buttocks sculpture and a toilet paper sculpture.
In this way, Saintly is not just a simple product, but is artistically reinterpreting the everyday topic of 'bathroom hygiene' through visual experiences and emotional messages, completely shaking up the existing concepts of the hygiene product market.
