A premium platform for best in beauty

Two sites, one ambition

The project began with a clear brief: bring two existing websites together into one powerful, visually premium platform that reflects the identity and quality of the Soap brand. Touchtribe took on the challenge of building a scalable digital environment that serves both audiences and supports Soap's ambitions for growth.

For this project, we joined forces with Soda Studio for UX design and Resoluut for visual design, both trusted partners within our parent organisation Makerstreet.

Premium by design

Soap's ambition was to unite their fragmented online presence while significantly raising the bar for visual experience. The new platform needed to be more than functional, it had to radiate the luxury and expertise that Soap represents as a brand.
Soap had a number of clear starting points:

• One brand, one story: no more confusion between two websites, just one recognisable identity

• Premium first: animations, imagery and typography that feel like a high-end beauty label

• Scalable foundation: a platform that grows alongside new locations, treatments and campaigns

Bringing two websites together required a considered approach. Each site had its own structure and content. Before development began, a thorough inventory was made of which content would be retained, which parts needed to be updated or added, and how imagery could contribute to the experience of the new platform.

Building with a plan

To keep the project running as smoothly as possible, we started with the pages that required the most content to be written. This allowed the Soap team to begin filling in content early in the process, while we simultaneously refined the CMS based on their feedback. That early involvement also quickly revealed which imagery still needed to be shot and what copy was still needed to do the pages full justice, preventing any surprises further down the line.

An external SEO party was brought in to advise on structure and content strategy. Touchtribe translated that advice into the technical implementation, ensuring the new platform is well-indexed and that the SEO value built up across the two previous domains was not lost.

The animations are not standalone design choices, but were added throughout wherever they enhance the overall experience. Subtle enough not to distract, yet present enough to give the platform that extra layer of refinement.

What the new platform delivers

One of the biggest gains of this project is the visual and brand consistency that the new platform radiates. Where visitors previously had to navigate between two separate websites, each with their own look and offering, they now land on a single platform that tells the complete Soap story.

Particular attention was given to the animations and imagery. These were not added as decoration, but as a deliberate part of the brand experience. They give the platform a premium feel that aligns with Soap's positioning as best in beauty.

Content management without frustration

A platform that looks great is one thing, but it also needs to work well for the people using it every day. With Storyblok as our CMS, we leveraged the power of the visual editor, allowing content editors to see exactly what they are building without any technical knowledge. Throughout the project, we were mindful of making the editor experience as intuitive as possible, from the way the content structure was set up to the naming of individual fields.

Because imagery plays such a central role in the SOAP brand, we made deliberate use of Storyblok's focal point functionality. For each image, editors can indicate which part should always remain visible, regardless of the format or device it is displayed on. This ensures the photography always retains its impact, from a large desktop screen to a small mobile display.

Where technology and brand identity meet

This case shows what becomes possible when development, UX and visual design are shaped and executed from one shared vision. By merging two websites into a single premium experience, Touchtribe helped Soap appear online exactly as they are: confident, refined and best in beauty.

Ready to take your digital platform to the next level? Discover what Touchtribe can do for your brand and get in touch with us!