Sexual wellness is a market segment that makes an abundant amount of sense to be direct-to-consumer. Even going to Hustler–solely for the purpose of research for this project–felt just a little bit slimy. A slew of new DTC companies have recognized this issue for what it actually is: an opportunity. Bontemps was created as a sexual wellness company to join these ranks. A limited color palette, elegant typefaces, and sensual–but not overtly sexual–imagery helps craft it as a luxurious, pleasure-focused brand.
Health & Wellness
CPG
Sexual Health
Brand Identity
Ecommerce
Packaging
Logo Packaging Website
Confident Discerning
Pangram Sans Editorial Old Hatton Air
Spring 2024
Within the luxury segment of sexual wellness products, a slew of competitors are present. Most brands tend to carry similar lines of products: condoms, lubes/serums, and toys, with a few also selling supplements, wipes, std tests, and menstrual products.
I researched and categorized competitors according to how they were positioning themselves in terms of visual identity (y-axis) and brand voice (x-axis) to pinpoint where exactly a new brand could easily differentiate itself.
Glass Half Full maintains a robust social media presence on Instagram and TikTok, which Glassroots and ReCoast benefit tremendously from.
As is the case with many nonprofits, Glass Half Full scaled without solidifying consistent brand identity assets or guidelines, and relied on Wordpress templates to build its site and those of the organizations it spawned. Logos appear to have been created by volunteer labor and do not feel connected to each other or in service of larger efforts to brand their organizations digitally.
The redesigned logos are all built using the same typeface, and the same modified character is used in each logo to help preserve unity across the family of brands.
The wave shaped crossbar in the "A" is a simple yet elegant solution that evokes the coast—tying the sustainability-focused mission to the visual identity of the brand.
Neutral colors, smooth animations, and refined typography help the digital experience of the homepage feel luxurious. Including sections to explore the ethos of the brand, using inclusive and high quality photography, and having a blog on the site help the target consumer experience Bontemps as a lifestyle brand, not just a place to buy lube and condoms.
