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Head on down to Serenity Acres and you might just be lucky enough to meet Frodo, Cocoa Puff, Dorothy, or Luna. No, this isn’t an amusement park or Middle Earth, this is the home where Serenity Acre Soap is created.

The packaging for the cruelty-free and all-natural goat-milk soaps was designed by Pulp + Wire, with a strong focus on storytelling to connect with the audience. And to tell the story well, agency owner Taja Dockendorf knew she had to meet the lead characters in person. Dockendorf headed down to Julia and Wayne Shewchuck’s Florida farm to truly understand the brand, their values, and their operation.


“That visit resulted in the quartet of whimsical portraits featured on Serenity Acre Soap packages, containers that create a literal unfolding story of ‘Frodo,’ ‘Cocoa Puff,’ ‘Dorothy,’ and ‘Luna.’ They’re just a few of the goats that produce the milk for the 15 scented soaps in the Serenity line.”

Dockendorf mentions, “Craft-business owner’s stories can inspire incredible brand loyalty, but Julia and Wayne agreed that their goats deserved the starring role in theirs. We designed a package with as few touch points as possible in its production, sidestepping the need for glues and stickers by taking an origami-style approach to its construction.”


“A scent profile is the prologue that starts each packaged soap’s story, printed on an outer flap with a circular cutout that reveals its featured furry friend.The flap’s back details the goat’s profile, complete with breed, astrological sign, parental lineage, and favorite quote. The whole construction then butterflies open to reveal the bar inside, along with more information on the fully unfolded panels about the farm the goats call home.”

The illustrations of goats on the packaging don’t just advertise the product, but are characters in the story that Pulp + Wire aims to tell. By including a detailed profile about the goat (complete with fun information), buyers feel more connected to the brand and it helps to set each soap variety apart. Each soap has an image of a wooden fence on the front, along with lush fields in the background, reminding consumers of the cruelty-free origin of the product’s ingredients.

Dockendorf adds, “Julia and Wayne dreamed of sharing the story of the place and products they love with the world. We were glad we could design a package that did just that.”

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