THE CONCEPT
What's catchy doesn't need to be made from extravagant materials. The tweak in the usual gets the second glance. This catalog displays House Industries' spunky font in the mundane–like rust, soap, water, tissue, shadows and foam cups.
The Catalog
The Process
Make a stencil > Carve soap to form > Refine with floss (or anything thin and sharp) > Redo broken letters (it happens) > Photograph > Edit
Cut out a stencil with an X-acto knife > Find stand for stencil > Scout for interesting background > Shine a strong light source through stencil > Photograph > Edit