The goal of Duke Cannon’s Big Ass Brick of Soap is meant to disrupt the men’s grooming category by appealing to real men (and not teenage boys looking to score). DuPuis helped focus the brand’s personality and tone and created a modern, yet masculine visual identity. The brand, launched in Nov. 2011, has generated significant buzz and PR, and was recently selected to be sold in a major clothing retailer during the holiday season of 2012.