Dive deep into the intersection of branding and visual design with BUCK's ingenious design system for SENSE, striking a balance between allure and professionalism.
In today's saturated market of sexual wellness and contraceptive products, brands often opt for discretion, designing their products to go unnoticed. BUCK, however, chose to disrupt this norm by presenting SENSE in a captivating, forthright manner. With what they aptly termed "Body Language", they introduced an audacious visual identity accompanied by an enticing product packaging that beckons interaction with every facet of the brand.
The Creative Edge
What makes BUCK's design for SENSE stand out is its interactive allure. The vision was clear: a design system inspired by the perspective of ‘the aisle’, ensuring that SENSE products radiate amidst competitors, predominantly characterized by their dark, reflective exteriors. Instead of creating yet another product meant to be stashed away, the focus shifted towards a packaging system that users would proudly display, beckoning a touch, an exploration.
The visual identity, though bold, is also inclusively crafted. It mirrors the diverse contours of the human form, subtly weaving in the narratives of various audiences. The design strikes a delightful balance between anticipation and playfulness. This equilibrium is further accentuated by the judicious use of vibrant color splashes and luxurious typography, culminating in a distinctive style that's as pleasing as it is intriguing.
However, aesthetics alone do not complete a brand. To resonate with its audience, SENSE's branding dives deeper. The overarching brand strategy is intimately crafted, centered around the theme of "foreplay". This deliberate choice encapsulates the essence of the brand – a harmonious blend of seduction and sobriety. It crafts an inviting space for consumers, encouraging uninhibited exploration of desires, devoid of apprehension or prejudice.
In conclusion, BUCK's branding for SENSE is a testament to how thoughtful design can redefine market standards. Through a blend of vibrant visuals and strategic branding, SENSE emerges not just as a product but as an experience, waiting to be delved into.
Branding and visual identity artifacts
SENSE is the new sexual wellness brand that invites people to elevate their intimate moments with confidence and inclusivity. The new brand is on a mission to be the trusted companion for heightening intimate moments, exploring your deepest fantasies, and embracing sex with safety & confidence. The brand believes in the importance of safe play. With this core value, they aim to build a universal brand that feels welcoming to all. Sense offers a full line of products, including classic, ultrathin, and dotted latex condoms, as well as water-based lubricants, endurance wipes, and cleansing wipes. SENSE strives for each moment of intimacy to excuse sensuality, playfulness and pure arousal. Join SENSE on an unforgettable adventure of pleasure and discovery. For more information please visit hey-sense.com and follow SENSE on Instagram.
BUCK is a talent-driven, global, creative company with offices in New York, Los Angeles, Sydney, and Amsterdam.
Founded in 2004, BUCK has built a reputation for outstanding craftsmanship and innovation through collaboration with a wide range of clients across the cultural and technology spheres, including Nike, Apple, Instagram, IBM, Airbnb, and Google.
Recognized as an industry leader, BUCK’s trophy case includes an Emmy, multiple gold Cannes Lions, Clios, pencils, cubes, and over 150 other awards from the most prestigious competitions in the world.
- Executive Creative Director Ben Langsfeld
- Executive Producer Joe Nash, Russell Greene
- Creative Director Liron Eldar-Ashkenazi
- Producer Tracey McDonough
- Production Coordinator Khadim Dieng
- Art Director Arielle Casale, Pedro Veneziano
- Head of Strategy Marla Moore
- Brand Strategist Anu Khosla, Asia Hunt
- Copywriting Asia Hunt, Heloise Chung
- Design Kenni Huang, Pedro Veneziano, Wesley Chen
- Photographer Sarah Hopp