MONCstuff: Made of Natural Contents
Creative Director
What do you do after a shitty day? You rinse it off. We built MONCstuff around that idea — natural soap for people who get their hands dirty and aren't afraid of it.
I co-founded and creative directed the brand from the ground up in Thailand. The approach was straightforward: make honest soap with simple ingredients for people living real lives. No overcomplicated formulas, no fake promises — just natural products that do the job.
The visual identity leaned masculine but stayed accessible — earthy tones, bold choices, dark aesthetic. Packaging kept it raw: natural cardboard with clean white linework and minimal type. Every scent pulled from Thai botanicals, sourced through partnerships we built with local farmers. We directed a portion of proceeds to elephant sanctuaries because they suffered hard during pandemic lockdowns — just like a lot of people did.
I handled brand identity, packaging systems, marketing strategy, and e-commerce buildout. The taglines captured it all: "Simple ingredients, simple life" and "Get out n dirty." This wasn't luxury soap pretending to be humble — it was the real thing for people doing actual work.
This project showed me how to fuse creative vision with operational reality, forge partnerships that matter, and build a brand with backbone that resonates beyond the product itself. Sometimes you have to get dirty to come out clean.