bPure would become Lifestyle Nutrition’s first release in a wholly new product category. As a dietary supplement for oral sex, among the many challenges was achieving the right balance between evocative messaging and an emphasis on purity and taste. Initial positioning focused on playfulness with an edge and development of the label and imagery progressed from deliberately risqué and overtly sexual to moderately sensual with softened visuals. The re-envisioned brand identity targeted a ‘naughty-but-nice’ motif. With the sole purpose of enhancing oral pleasure, bPure packaging had to blend in either an adult store or aisle 5 of your local grocer.
Project Scope: Brand Identity / Packaging / 3D Visualization