The Client
The sexual wellness movement is having a moment with emerging brands coming in hot. But outdated legacy brands still dominate the market, which means not everyone is getting worked up—and women’s intimate care is still an afterthought.

Founders Christina Aguilera (yes, that one), Catherine McGee & Sandy Vukovic created Playground based on the understanding that sex is essential to everyday health and happiness. Designed to strip away the stigma and empower women to seek pleasure, Playground puts her desires front and center.

Brand Concept
Playground got into bed with Bartlett Brands, a woman-led creative innovation agency specializing in boundary-breaking branding & sustainable design with expertise in health, wellness and beauty. From concept to creation, we wanted to break free from the BDE (bro-y dude energy) and bring more spontaneous play to her everyday.

Brand Identity & Storytelling
Where other brands focus on bang-bang-bang, we focused on the whole shebang. From tongue-in-cheek storytelling to whimsical designs, we tapped into the ignored parts of the female psyche to create a euphoric escape that sparks her senses and makes sexual wellness exciting and approachable, not medical or shameful. Fun. Fantasy. Full sensory.

The intimate care category has notoriously lacked innovation. Powered by mood-enhancing adaptogens, we positioned Playground’s proprietary range of personal lubricants, intimate oils and suppositories with a modern twist—supported by imaginative storytelling and serious education to make it feel as easy and accessible as shopping for skincare.

Bigger than the Big O, we brought Playground’s mission to the forefront: helping others create more bliss in the bedroom and a deeper connection to themselves and their partners. Up for Fun. Down for Anything. Founded for Change.

Playful Sustainable Packaging
Cheeky product names and a sleek, sophisticated bottle design that easily fits into your hand (and deserves a spot on your nightstand). Our elevated packaging turned this intimacy essential into a euphoric escape.

And because nothing kills the mood faster than ocean and landfill waste, we designed Playground’s bottles to be made of 50% post-consumer recycled plastic and recyclable glass, with boxes made of 30% post-consumer waste. Sustainability is sexy too.