Sassy
Background
Sassy is a digital-first, D2C sexual and menstrual wellness brand in India.
It’s a brand that we are building from the ground up. We have worked on the brand’s naming, philosophy, packaging and communication.
Challenge
Though there is a lot of conversation around periods in India, sexual wellness is still a huge taboo, with most wellness brands led by men and made for men.
Opportunity
1. Lean into the brand’s story of being female-founded and female-focused.
2. Talk about sex and all things sexual health from a woman’s perspective, in a real, fun and approachable way.
Target Audience
Women in the ages 20-45, who are conscious about what they're putting in their bodies—right from the food they eat to the face cream they use. They are aware of the toxic, harmful chemicals used in most personal care products and have recently switched to homegrown, all-natural products.
They live in urban cities, speak their mind and are open to exploring their sexuality. They are concerned about their sexual, menstrual and mental well being. They also care deeply about social causes relevant to women and are seen as advocates for brands that support them.
Visual language and communication
Sassy’s brand philosophy is to own all things related to a woman’s body, and do so shamelessly. We wanted this to reflect at all consumer touchpoints including their packaging, website and social media. The use of bold, bright, fun (and some ‘in-your-face’) colours blended effortlessly with the brand vibe. We also designed inclusive illustrations for the brand, with women of all shapes and sizes.
A campaign we did to initiate the conversation around, ‘Orgasm Gap.’
Packaging
