Responses by Liron Eldar, creative director, BUCK.

Background: This is an identity, toolkit and packaging system for sexual wellness brand SENSE that is ready to play. In a world where many sexual wellness and contraceptive products are designed to blend in, we created a strong, sultry brand voice; a bold visual identity, playfully dubbed “Body Language”; and product packaging that tantalizes consumers to touch every piece of this brand.

Design core: The design system begs to be played with and was inspired by the POV of “the aisle.” We created visuals that shine on the shelf amid the darker tones of competitors. SENSE’s sexual wellness products are destined to be displayed on customers’ nightstands, not hidden away in a drawer.

We got very personal with a comprehensive brand strategy and tone of voice focusing on the idea of “foreplay.” We aimed to strike the right balance between sexy and serious, creating a playful intimacy that encourages customers to explore their desires without judgment or fear.

Challenges: Navigating product design, production and testing amid the challenges posed by the height of the COVID-19 pandemic significantly contributed to the two-year timeline for completing the project. We established an early understanding that the founders at SENSE were not just clients, but true partners in this venture. This mindset guided us as we tackled supply chain disruptions, ensuring that the original and captivating packaging design graced the shelves without compromising the integrity of the final product. While the extended timeline provided us with valuable opportunities for iteration, there were moments of frustration as we navigated a slow, unpredictable pace throughout the process.

Favorite details: I’m most proud of the intricate details in the identity that exude allure and playfulness. This captivating blend perfectly aligns with the brand’s strategic direction and positioning. It’s also the result of a tight-knit yet incredibly dynamic team of strategists, copywriters, designers and art directors. Each BUCK team member brought their unique background to the table, and this diversity of perspectives enabled us to produce work that resonates with our client’s specific needs. Now we all can witness these elements flourish in the world through the capable hands of SENSE’s marketing partners. This too has been gratifying and reinforces the enduring strength of our efforts.

Visual influences: Both immersive and inclusive, the visual design language mimics the bodily curves of our diverse audience. We experimented with tension and anticipation, finding exhilaration in vibrant bursts of color and sleek type treatments. The design system is lush with bright pops of neon and aims to pique curiosity and leap off the shelves. All in all, we embraced the ethos of foreplay—and we’re really happy that we did.

Specific project demands: We approached this project with a comprehensive vision, taking responsibility for every facet of the brand identity. This ownership proved beneficial and empowered the client to launch the SENSE brand with confidence. The brand identity extended to the next phase of material design, encompassing elements such as product photography, live action and social marketing in an integrated way. By grounding the brand strategy in a well-defined thesis and philosophy, rather than solely fixating on visual elements, we could streamline our workflow and play crucial role in shaping the SENSE brand.

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