In Yiddish, the word Haymish means “familiar, homey, cozy, warm, unpretentious”. One could apply the word to Mr. Rogers, or to the invented brand of an American-made plum brandy called slivovitz. Traditionally beloved by Ashkenazi Jews and their descendants, Haymish is a love letter to American Jewish culture.
Alcoholic Beverages
CPG
Packaging
Brand Identity
Copywriting
3 Bottle Labels 1 Back Label Tamper Evident Strip Logo Social Media Posts
Wry Colorful Fansy-Folksy Storied
Compadre Obviously Filicudi DS Sholom
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.
