KING RILLA

King Rilla is a premium men’s grooming brand focused on organic, high-performance products designed for men who want clean ingredients without compromising on style, quality, or personality.

The problem: Simon, the client, already had a packaging direction, but it lacked the strong, refined presence needed to compete in a crowded men’s grooming market. The challenge was to evolve the design without completely changing its identity, creating something masculine, premium, and retail-ready while avoiding the typical “handmade natural soap” aesthetic.

The solution: I redesigned the initial Jungle Tea soap packaging and, following its success, Simon entrusted me with developing the entire product ecosystem, including soap bars, shampoo bars, deodorants and lip balms.

The design balances bold typography, strong hierarchy and subtle textures to create a masculine identity that feels premium without becoming cold or overly luxurious. The scent names became the hero element, ensuring strong shelf visibility and instant readability, while colour variations create distinction across the range and build a recognisable product system.

To reinforce the organic positioning, I used restrained textures and minimal supporting elements, creating a cleaner and more confident visual language. The result sits between rugged masculinity and premium grooming: approachable, modern, and instantly recognisable across the full product line.

Product Line