Playmate?
Asking the Question to Help Couples be Better Connected.
Sectors: Supplements, Wellness
Services:
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Competitor analysis, bench-marking, brand positioning.
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Visual identity; logo, typeface, graphic style, motion & more.
Verbal identity; tone of voice & hero messaging. -
Campaign, photography, social media, packaging.
Understanding the Brief
When an ambitious founder came to us and said they wanted their brand to be as synonymous as the phrase ‘Netflix and chill’, we got excited. The product? Aphrodisiac chocolates. The challenge? A powerful rebrand.
Jordan, the Founder, created his business point of difference based on data showing a growing physical and intimate disconnect between couples. The product had the potential to be the answer, but its brand wasn’t capable of being social and asking personal questions. Playmate needed to become a voice to open conversations, prompting connection, exploration and more fulfilled relationships.
Finding the Unfound
From positioning to visual and verbal identity, we were intent on building a brand that could strengthen relationships. Through the organising idea of 'inviting intimacy' we looked to destigmatize intimacy and encourage stronger physical connection. Our strategy allowed the brand to shift from explicit to suggestive, breaking away from the sleaze that's associated with libido-enhancing products.
We added a question mark to the wordmark, setting up the brand’s proposition, and a physical embodiment of inviting intimacy. The lo-fi content style aims to capture relatable snapshots of partners having fun in private, while prolonging the transience of these moments. This brand understands the reality of love in busy, modern lives - it helps couples be on the same page, prompting connection whenever the mood takes them.
Under the Surface
‘Remnants of a good time’
Through 'tokens', the brand creates playful touchpoints that showcase the Playmate personality and remind consumers of the intimate moments it can set up, no matter how small or big.
Keeping things, light, fun and suggestive, we captured the 'remnants of a good time' for playmates to experience - from a simple love note on a postcard, a provocative door hanger, to the suggestive playing card ingredients list when people unbox the product. These functional assets were designed to reference keepsakes and inspire connection.
‘Chemistry. Made by us. Created by you.’
Building a brand that will really resonate with its audience means understanding where it will show up. As a social-first brand, we introduced a photography style that referenced lo-fi content styles, used POV shot types and leveraged multi mediums from point and shoot digital cameras to printed polaroid and 35mm film.
The style was designed to feel relatable and easily replicated, but also to land on a brand style that moved away from polished high-production campaigns to something more aligned to the user-generated content that prompts engagement and impact on social channels.
Unearthing Value
We set up Playmate with an identity that had the capability to ask questions, spurring on internal marketing efforts and vox pops with a brand primed for social interaction that starts way before the bedroom. Openly chatting with Jordan about his aspirations for the business and brand, putting all our cards on the table, built a level of trust that allowed us to work at full creative capacity. By not creating in silos and instead crafting the whole brand holistically, we were able to elevate both the level of creativity and the singularity of the strategy, supporting their bold ambition.
"I count myself as one of the lucky business owners that's had the opportunity to collaborate with Unfound. They've helped with researching our problem, building out the brand identity and supporting us in executing our brand story through engaging visuals, lifestyle shoots and social media content.
Watching the team pour their creative and executional energy into this project was brilliant to see, and the results have been amazing. As a team, their individual specialisms, focus on nurturing ideas, and challenging thoughts have made them indispensable to our launch.
Thanks for taking us under your wing and loving the brand like it was your own."
- Jordan, Playmate Founder
