Meraculus means pure and clear in Latin. Meraculus soap bar is made from glycerin, a component of fat or oil. They are recognisably different from other soaps because they are translucent due to the molecular alignment. The logo and identity system are developed based on the modular grid system, inspired by the idea of a unique chemical structure of atoms and molecules. The brand insight is the balance of basic elements in life: Ignis (fire), acqua (water), terra (earth) and aer (air).