Bath Alchemy Lab
Strategic Brand Architecture Case Study

Before Maison Pence existed as a studio, it began as a structure.

Bath Alchemy Lab was that foundation — a brand built with intention, clarity, and a deep understanding of how education and design could coexist. What began as an online academy for artisans became a masterclass in strategy itself, proving that when structure is deliberate, success is inevitable.

The Challenge

In 2008, soapmaking education was fragmented and inconsistent. Information lived in scattered blogs, DVDs, and weekend workshops—no professional-level program existed online.

Market Context

Craft education was dominated by hobby-level tutorials, not certification-ready training.
Early online platforms lacked structure, credibility, and professional presentation.
Demand was rising among makers turning their hobbies into businesses.

Client Pain Points

Confusing, unverified information across multiple sources
No standardized curriculum or quality benchmarks
Students lacked confidence to price, sell, or scale their work

Strategic Opportunity

Create the first comprehensive online academy for serious soapmakers.
Combine technical mastery, artistry, and business acumen into a unified learning brand.

Strategic Approach

Research & Analysis

Competitive audit of books, videos, workshops, and forums identified a clear gap in structured online instruction.
Audience analysis revealed 95% female demographic (ages 25–55) motivated by mastery, creative independence, and entrepreneurship.
Behavioral insight: students wanted to “learn it right the first time” and sought trust, expertise, and community.

Positioning Strategy

“The comprehensive online academy for makers who want to master soapmaking with confidence—and build businesses around their craft.”

Brand Architecture Decisions
Defined a clear product ladder:
Entry: Beginner Courses ($75)
Core: Intermediate Courses ($115)
Premium: Specialty Workshops ($160 – 695)
Signature: Full Academy Program ($1500 +)
Structured the learning journey from hobbyist → artisan → entrepreneur.
Built a scalable foundation adaptable for future verticals (cosmetics, formulation, chemistry).

Key Differentiators

Create the first comprehensive online academy for serious soapmakers.
Combine technical mastery, artistry, and business acumen into a unified learning brand.

Implementation

Visual Identity System

Logo: Rainbow Tree — symbolizing growth, diversity, and creative expansion.
Palette: Full-spectrum colors reflecting inclusivity and imagination.
Typography: Modern serif paired with clean sans — balance of authority and approachability.
Voice: Educational yet empowering; confident yet human.

Brand Applications

Cohesive brand identity across:
Website and learning platform
Course manuals, workbooks, and certificates
Published book Formulating Your Own Soap Recipes (350-page industry reference)
Conference materials and promotional campaigns

System Design

Built an intentional ecosystem: curriculum, publication, and certification all anchored by consistent tone, visuals, and experience.
Established brand guidelines that sustained a decade of growth and industry recognition.