There's nothing more exciting than a client who wants to take a fresh look at the market and defy the category conventions. So when we were asked if we would like to be involved in creating a completely new brand which retails luxury vibrators our answer was yes, yes, YESSSS!
Our client had a business idea but they didn't know what to call it or what it should look like, so we helped them to understand their target audience and what would appeal to them.
We established that we needed to create a brand for women that isn’t about sex toys, but about feeling good and bringing joy. It needed to feel clean, familiar, reassuring and simple whilst avoiding the seductive and 'erotic' clichés that are the category norms.
Firstly we created the brand name 'whistle&hum' and supporting strapline 'your day just got better' to capture the excitement of receiving a parcel and the joy that the products provide. Then we designed an understated identity which uses a pattern of subtle vibrating lines to represent the products. This is applied to a wide array of communications from stationery and packaging through to a user-friendly e-commerce website. To further differentiate the website from the clichés of the competition, we commissioned light and airy photography, moving perceptions from dark, seductive and potentially scary, to playful and everyday.
After we completed whistle&hum’s identity and core applications we were asked to name and create packaging for a collection of whistle&hum branded aromatherapy products. These come in frosted glass bottles with soft-touch labels which are presented in gift boxes with magnetic closures and ribbon complete with the 'your day just got better' message.
Together the complete W&H range opens up the marketplace to a wider audience with it’s honest and unashamed approach.