Regimen rebrands to normalise men’s sexual health

Berlin – The health start-up is challenging conventional ideas about masculinity and sexual health with an inclusive and human-centric rebranding. Featuring bold shapes, arrows and lines, the overall message is to convey a sense of progress when tackling sensitive topics such as erectile dysfunction. It also uses purples and greens to communicate a sense of empowerment and ownership.

Regimen’s language further complements this standpoint by using direct phrases such as ‘Nurture your body’ and ‘Let's talk about down there’. The branding, by creative agency Studio Skulptur, captures a turning point in a sector that has traditionally been steeped in stigma. We’ve been tracking this shift since 2018, when we first wrote about Modern Male Medicare.

In today’s health and wellness landscape, brands must approach all elements of wellbeing from a holistic viewpoint – ensuring that personable and humanistic communication leads to a welcoming environment for male audiences.