Blueprint / Foundation
Logo / Branding
Branded Environment
Collateral Design
Brand Video
Website Design
Advertising - Digital and Traditional



Buff City Soap started as Bartlett Soap Company, with stores in Bartlett, TN and Olive Branch, MS. While their products were spot on, their branding left a little to be desired. They also had hopes to grow nationally and knew that their name could potentially hold them back.


What they needed was a total rebrand which we were more than happy to do. We worked with owners, Brad and Jenn, to rename, rebrand, and revamp this local soap store. We developed a fun, borderline suggestive campaign that tied into their new name “Buff City Soap” using campaign copy such as “Buff Naked Ingredients” and “Stripped Down to the Basics” to highlight the all-natural goodness of their products. From packaging to video to in-store graphics, we gave them a modern, quirky brand that will help them to achieve their sales goals and grow their online presence. 


What They're saying

"Charles and the team at Paradigm led us through the branding process. Charles patiently taught us how to focus through branding, the importance of brand voice, cohesiveness and more. Today, thirty-one (31) Buff City Soap locations later, Charles is a friend and mentor. Paradigm’s guidance propelled Buff City Soap years forward in branding precision. Having Paradigm on the team is beyond important, it is necessary.“

- Brad Kellum, Founder

The Results

After the rebrand, Buff City Soap grew from 2 stores to 10 within 15 months and they're on their way to national franchising.

Website commerce grew 3166%.

Average sales per month increased 173% at the Olive Branch store and 182% at the Bartlett store.

Online sales for December 2016 vs December 2015 increased 236% after the brand was launched November 2016.

In 2019, Buff City Soap re-engaged our services:

As a result of Paradigm creating and managing both Google Ads and consistent email marketing for Buff City Soap for 1 6-month period, their website traffic increased by 83% (compared to the prior 6 months). Furthermore, the number of pages viewed per person more than doubled, increasing the total time spent on the website.

The number of users that found Buff City via Google Search also increased by 522%

As a result of revamping their social media presence, site visits from Social Media increased by 133%.

Average net monthly online sales increased by 80%, compared to the prior year.



Buff City Soap Website: Gold Addy

Buff City Soap Branded Identity: Silver Addy

Buff City Soap Video: Silver Addy

Buff City Soap Social Media Fruit Campaign: Silver Addy