Universal Favourite’s identity for Saintly elevates the humble act of cleaning to divine heights

Formerly known as Fohm, bathroom product specialists Saintly approached Universal Favourite to help revitalise their image. They aimed to rise above the typical functional clichés of “a better way to wipe” and instead emphasise the strength and assurance that cleanliness provides. Offering a single item – the Divine Dispenser, this touchless cleansing foam dispenser serves as an improved alternative to traditional flushable wipes and is designed to be safe for both your plumbing and the environment. After all, we know the age-old saying ‘cleanliness is next to godliness.’ Taking this sentiment literally, the Australian design studio created a Renaissance-inspired visual world that positions Saintly’s cleansing foam dispenser as nothing short of a religious experience. Encompassing all details of the brand – from naming to the visual identity and packaging – their approach begins with the Italian word ‘fresco’ as their muse. “Not only is it literally the Italian word for ‘fresh’ but it’s the style of mural painting dedicated to the gods,” notes Creative Director Ali Ozden. “Think divine intervention in your moments of bathroom desperation. It’s the kind of glorious treatment your butt deserves.” So, naturally, Universal Favourite sought to create their own masterpiece, leading to the brand’s hero illustration, ‘The Lake of Revitalisation,’ bringing the idea of ‘Saintly freshness’ to life. “Our scene,” describes Ozden, “a serene, rolling landscape, with Renaissance-inspired floral details – roses, daisies, lilies, and narcissus – that mingle with cheeky, modern elements such as butt-shaped hedges, doves carrying freshly laundered linen, and toilet roll statues is an irreverent homage to the period.”