São Paulo – Creative agency Carme has created a brand identity that distances itself from design associated with the gay market.
Noon is a new sexual lubricant brand aimed specifically at the gay market. Working with consultancy Monq to create a brand positioning strategy, visual identity and packaging development, Noon addresses the lack of originality in product design targeted at gay men.
Rather than relying on feminine branding or stereotypical visual cues such as rainbows, Carme wanted to adopt a more sophisticated approach, using striking black and white graphics. On first glance, the packaging is reminiscent of contemporary skincare products as opposed to sexual lubricants.
While many sexual wellness products on the market are targeted at women, Noon is showcasing how brands in this category have the potential to rebrand masculinity.