- Client: Maude
- Year: 2017
- Tags: Packaging
- Design Concept & Cadence
Maude is a modern sexual wellness company built on quality, simplicity and inclusivity, they’re on a mission to change an outdated industry and make intimacy better—for all people. We developed packaging for their core line of products to bring the company's modern and minimalist branding to life.
The Look of Modern Intimacy
Maude's branding contains playful abstract elements, based on the forms of the logo mark. These forms were assembled into playful compositions and combined with warm neutral colors to create the minimal playful aesthetic that is applied throughout the line across the line.
Before maude, the visual landscape of sexual wellness products was dominated by garish branding, nearly exclusively male-focused messaging, and poor product design. Maude sought to change this by through applying an elevated aesthetic to their products, as well as through small but key user-focued improvements, like the buttercup condom wrapper, which only allows the condom to be opened to the side that should be unrolled, and the measured pump action and pump locking feature of the personal lubricant bottles.
In addition to the core full size products, we designed travel and sample sizes for both varieties of lube, and flexible kit packaging based on the condom pouch that allowed different combinations of products to be featured together.
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