Champ

Overview

Champ is a direct-to-consumer sexual wellness brand focused on changing consumer relationships with the experience of buying safe, effective, high-quality products. The company was a startup working toward a product launch and were nervous about revealing their idea to redefine purchase confidence for men in a landscape rife with toxic masculinity and shame.

The Brief

Champ had a dollar and a dream to change the game. With no name, product packaging design, brand or visual identity the ask was no-so-simply: help us turn our dream into a fully functional brand, then launch it. The work started at ground level, developing strategy, brand architecture, and go-to-market plan before layering on naming, voice and visual identity, packaging design, e-commerce design and launch campaign assets. Oh, and a bit of friendly merch design.

The Strategy

Brand development for Champ aimed to align the brand with consumer values of minimalism, heritage, and understated confidence. With these guiding ideas the parts of the brand’s identity were designed. Careful consideration was given to ensure that every word and visual element were hard-working and flexible enough to be applicable across a broad range of touchpoints.

The Story

Champ aims to challenge long-standing perceptions of shame and gross sexual innuendo in the space. Where overstimulating color palettes and hollow promises of bigger, harder, longer are the norm, the company countered with playful, witty charm and details that signal assuredness to drive home the message that there is in fact a better way to do it.

The Outcome

This work helped our client realize a dream to change the way people think and interact with an often necessary but messy product experience. Through thoughtful creative implementation, Champ offers an alternative for consumers that feels more human. With a strong foundational system, the company can spend more time and energy seeking opportunity to better serve their audience.