Bontemps

OVERVIEW
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.

RESEARCH
positioning pleasure
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.

WEBSITE DESIGN
Slightly frique, mostly chic
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.