Personal lubricant or “lube” and the subject of sexual health and wellness are very taboo in Western culture. Due to the stigma surrounding sex, many people do not feel comfortable browsing for lube in the grocery store. The brands that exist in brick and mortar stores are obvious, flashy, and often not created with natural materials that are body safe. The goal of this project was to create an approachable, all-natural, and sustainable alternative for people to buy online using the Shopify Partners platform. 

About the logo:

The logo and packaging for Groove needed to be friendly, discreet, natural, and still hint at it’s true purpose. To best represent these aspects of the brand, the logotype utilizes a soft, rounded typeface and is connected by the two “o”s in the word Groove. This link in the logo represents a connection to self and partners and forms a peach shape as a subtle nod to the sexual connotations of a peach in today’s culture. Additionally, the leaves connected to the peach shape represent the brand’s commitment to natural ingredients and sustainability.