Description:

Saintly is on a mission to lead the world to a cleaner future – from behind. The brand reimagines the personal hygiene starting with a cleansing foam dispenser that serves as a flushable wipe upgrade.

While the category has long relied on sterile branding and euphemism, Saintly embraces honesty, humour, and beauty. The creative strategy took inspiration from the phrase “cleanliness is next to godliness”, imagining a brand world where divine freshness meets Renaissance grandeur. At the heart of this reimagining was the concept of ‘Heavenly Fresh’ — a guiding brand idea that positions cleanliness not just as a feeling, but as a higher state of being.

At the heart of the brand is The Lake of Revitalisation—a bespoke, in-house illustrated fresco that draws from Renaissance art, mythology, and modern bathroom humour. Fittingly, fresco is Italian for “fresh,” aligning perfectly with the brand’s promise. Featuring butt-shaped hedges, toilet roll sculptures, and doves delivering laundered linen, the mural reframes cleanliness as a joyful, artful ritual—turning taboo into celebration through craft and character.