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Brand & Branding for Sense by Buck — BP&O

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Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

For the reason that pandemic, sexual wellness choices have carved out an area on the cabinets of magnificence and pharmaceutical retailers, from Sephora to CVS within the US, and even Boots within the UK (based 1849). In response to enterprise perception platform Crunchbase, that’s due to ‘an elevated cultural shift that embraced sexual pleasure as an important element of bodily and psychological well being’. In 2023, the worldwide sexual wellness market was valued at $20.6 billion, and is projected to succeed in $32.5 billion by 2033.

On this thriving {industry}, SENSE is a sexual wellness startup from Venezuela, based on the core worth of ‘play’. Forward of its launch in North America, the corporate enlisted Buck to create a model id to assist the merchandise stand out within the aisle from rivals, usually packaged in schemes which might be ‘darkish, extremely reflective, and glittering’, based on the company. Buck wished to deliver SENSE’s packaging design out from the shadows, creating a collection of bottles and packing containers that may take their place proudly on the nightstand, in full show.

Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

Given the central position of ‘play’ and the model’s emphasis on confidence, boldness is on the coronary heart of Buck’s visible id. By way of copy, the company landed on turns of phrase that go straight to the purpose, projecting a ‘clear minimize voice of sexual freedom to the world – with no disgrace, no censorship, and no BS’. SENSE’s Instagram bio, for instance, reads merely: ‘We’re right here to get you there.’

Summary, curvilinear shapes create a playful graphic language, impressed maybe by intercourse toys or physique components. There’s actually one thing sensuous in regards to the motifs, however in addition they have a sculptural neutrality – the form of globular, natural aesthetic that’s been a mainstay in house decor for the final decade (think about, for instance, the persevering with reputation of Matisse prints, the return of the Murano mushroom lamp and the Ultrafragola mirror, and the fashionable curved silhouettes of the Goober candles by Talbot and Yoon).

Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

Packaging was developed with user-first rules in thoughts – the lube bottle is obvious, permitting shoppers to see how a lot of the product is left, whereas the condom wrappers are simple to open. Consistent with this useful strategy, the wordmark is available in a daring, all-caps sans serif font, and is underlined. In distinction, headlines are elongated and complicated, set in Wulkan Show, a contemporary interpretation of outdated fashion serifs. There may be an emphasis on typographic element: within the model pointers, Buck calls for, ‘When constructing headlines and kind therapies, we like to carry our traces good and cushty. Preserve the main round 90–95% of kind measurement, relying on its scale. Shift phrases a bit of this fashion or that to detangle any descenders from ascenders.’

Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

The color palette is rooted in seven hues, together with two neutrals named ‘Bone’ (a cool-toned off-white) and ‘Noir’ (a kind of black), alongside neon-adjacent saturated shades, ‘Tangy Orange’, ‘Kinky Lime’, ‘Electrical Blue’ and ‘Luscious Lavender’. The ultimate color, ‘Terracotta’, is a heat crimson with brown undertones, fortunately complementing each aforementioned classes.

This stylistic use of color and form will not be unexplored territory within the private intimacy area. You’ll find an analogous route in The Oh Collective, the place a play-oriented aesthetic (full with fauvistic shapes) is rooted in sherbet-coloured hues, akin to sky blue and strawberry milkshake, and Tracy’s Canine follows an analogous sample. Head South, which specialises in private lubricants, serums, and oils, employs a scale of vivid pinks, blues, and greens. Dame now has a sunset-coloured palette, with hues starting from periwinkle to deep, saturated orange; Hey Cake, which additionally presents sexual-wellness prescription therapies on prime of the standard product lineup has a heat and vivid color scheme. Even the Moon Cup now is available in an electric-blue packaging.

Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

Buck’s work for SENSE doesn’t really feel by-product, although: moderately, an industry-wide adoption of comparable color palettes and silhouettes celebrates the playful element of sexual wellness, signalling some sorely wanted optimism and pleasure amid the present fraught local weather surrounding reproductive rights.

Logotype, packaging, posters and social media assets designed by Buck for sexual wellness brand Sense.

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Brand & Branding for Sense by Buck — BP&O

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