The Department of Bed Intentions

The client came to us with a singular sex product, with the desire for the brand to be sustainable and rooted in science. With so many modern sexual wellness brands currently saturating the market, the challenge was how we can position this brand to be the only one people want to reach for in the bedroom. The sex category can often alienate people, how do we instead encourage inclusivity and curiosity? After extensive research, we pushed the founder to not only change the name, but also to evolve the brand to encompass both sex and sleep, allowing for future innovation.

The brand language, visual identity and unexpected exploratory website design come together to balance the scientific focus of the product, and the aspirational, yet approachable nature of the brand.The website balances function and form with unexpected features such as buttons that flip backwards on hover. The sex category can often alienate or tell people how they should feel. Bed Intentions positions the brand as a community that welcomes open, shame-free conversations around all things intimacy.

From the outset, sustainability best practice for the packaging design was a non-negotiable priority. After extensive environmental research, we decided on a single size 70ml tube and cap, made of aluminum that contains no plastic components or superfluous labels or seals, including the outer box which is non-laminate cardboard printed with eco-friendly ink. In addition to fully sustainable and recyclable packaging, the brand has committed to transitioning to 100% PCR aluminum tubes by 2025. The brand is B-Corp certified, meaning it has voluntarily met the highest standards for social and environmental performance by a not-for-profit governing body.

The client came to us with a singular sex product and we pushed the founder to change the original name. The Department of Bed Intentions allows for ownership and future innovation. Our objective was to win a global trademark, create a name that was inclusive yet cheeky, with a mission to make sex and sleep easier. ‘Bed’ Intentions plays on positivity in a double entendre, while the word ‘department’ brings an authority that speaks to the medical experts informing the products. Equal parts sexy and smart, framing the brand as a place to find professional breakdowns regarding bedtime topics. The brand feels both sexy and scientifically (and sustainably) safe. A brand experience that allows the consumer to explore all of their bed, and bad intentions, whilst feeling good about their choices both before, during and after use. It was important to both create and encourage conversation with the consumer. Both the name, and the informed science behind the product lends itself to the caring and conversational tone of voice, whilst still being accessible, informative and the right amount of flirtatious. It allows the consumer to engage with the brand in both an educated and playful way.