type so ugly it’s iconic

Dr. Bronner’s soaps are pretty awesome. Everything you could ever want in a consumer product that cleans things. Except for the package design. Since it was introduced, Dr. Bronner’s soap has been plagued by terrible typography. And yet it’s become an iconic part of the package and product itself.

So All In One Typopgraphy has offered a challenge: Redesign it. Un-official, not at all endorsed by the product. Just for the love of great typography. What would you do?