The sexual wellness movement is having a moment with emerging brands coming in hot. But outdated, male-centric legacy brands still dominate the market—which means not everyone is getting worked up. Playground, a female-founded, female-focused sexual wellness company engaged with Bartlett Brands, a female-led creative innovation agency that specializes in strategic brand development, stylish storytelling and sustainable design.

Up for fun. Down for disruption.

Tasked to create a brand that brings on the boiiiing, they dug into the strategy and BAM!—turns out for women a turn-on is essential to getting it on. Because when it comes to sex, men can get in and get off without a second thought (ok, maybe a dirty thought) while for women, arousal starts with the mind, not just the sex organs. And since getting “in the mood” often feels like a task, Bartlett Brands created a visual identity to get them excited fast.

An intriguing design strategy for Playground’s brand entry.

Fun. Fantasy. Full sensory. Where other brands focus on bang bang bang, Bartlett Brands focuses on the whole shebang—inviting everyone to seek pleasure without secrecy or shame by putting her desires front and centre with branding that invites and excites.

A lube for every mood.

Their cheeky, playful design language and elevated visuals make personal lubricant feel like a euphoric escape that sparks the senses and puts more spontaneity into her fantasy. Beautiful and discrete enough to leave on her nightstand, every aspect of this category-disrupting design has her needs in mind.

Sustainability is sexy, too.

Bartlett Brands designed an eco-friendly bottle made of post-consumer recycled plastic. Because nothing kills the mood faster than petroleum-based plastic waste.

"Feel-good branding and design for pleasure essentials? Our pleasure."

For more information on Bartlett Brands, visit their website or follow them on Instagram.