The Dr. Bronner All-One
Typography Challenge!

Dr. Bronner’s soap label - Peppermint, 32 oz. bottle

Label from the 32-ounce bottle of Doctor Bronner’s Magic Peppermint Soap


We love Dr. Bronner’s Magic Soap! It’s fair trade and has no detergents or foaming agents. The bottle is 100% post-consumer recycled plastic. But most of all, there’s the label. That dense manifesto where capital letters and mantras run wild. Where Helvetica and Times are knocked-out, justified, squished, squeezed, and wrapped all the way around the bottle, with as many as 250 characters per line.

“Absolute cleanliness is Godliness!” it starts. And if this maze of rhetoric about Spaceship Earth, the Moral ABCs, lessons, quotes, and creation myths reads like it was written by an escaped mental patient, it’s because it was.

Every so often a designer leaves the tingling memories of a refreshing shower behind and sits down to think: That bottle deserves more. What if the typography was improved? I should do something about this!

So here we are. The Dr. Bronner All-One Typography Challenge! Un-sanctioned and entirely independent but fully in good faith. Now’s your chance to turn this charming eyesore into something a typographer can respect. After all, “Whatever unites mankind is better than whatever divides us!”

Dr. Bronner portrait

The wonderfully eccentric Dr. Emanuel Bronner (1908–1997)

The Brief

Design a new label for the 32-ounce bottle of Doctor Bronner’s Magic Peppermint Soap. Use only the original text, dimensions, color, bar code, and third-party logos. Do not add any new text or imagery.

If you’d like to share your design, submit a PDF to

The Specs

Label size:

9.5″× 6.375″ (241 mm × 162 mm)


Pantone Reflex Blue

Third-party logos:

– Oregon Tilth Certified Organic
– CCIC Leaping Bunny
– IMO Fair Trade / Fair for Life

UPC-A barcode:

0 18787 77532 5

The Assets

Download the related text, logos, and reference material here: