bPure, a dietary supplement used for oral sex, would become Lifestyle Nutrition’s first release in a wholly new product category. Among the many challenges was achieving the right balance between evocative messaging without being offensive and an emphasis on purity and taste. Initial positioning focused on playfulness with an edge and development of the label and messaging actually saw a progression from the deliberately risqué and overtly sexual to moderately sensual with softened visuals. The re-envisioned brand identity targeted a ‘naughty-but-nice’ motif. As a dietary supplement created with the sole purpose of enhancing oral pleasure, the bottle had to blend in either an adult store or aisle 5 of your local grocer.