Brand Identity and Packaging for Lovers Intimacy Wellness Range
A luxury intimacy brand designed to feel intimate—without feeling explicit.
A Friend of Mine developed the brand identity, packaging, and art direction for Lovers, an intimacy wellness range formulated by Jordi Morrison and Dr. Raelia Lew. The design balances sensuality and sophistication, creating a discreet yet luxurious presence that celebrates diversity and confident sexuality.
Insights
- The core challenge was designing something truly intimate: discreet enough for everyday life, but still sensual—so the identity and packaging lean into subtle, quiet cues rather than explicit sexual imagery.
- A Friend of Mine built the full system—brand identity, packaging, and art direction—so the same visual logic carries from logo to pack architecture to imagery, keeping the range coherent and controlled.
- Lovers positions itself as a luxurious intimacy wellness range in a healthcare-adjacent category, using sophistication (premium, restrained design) to earn trust while still signaling pleasure and sensuality.
- The brand intentionally celebrates diversity and confident sexuality, aiming for inclusivity in tone and art direction—sensual, organic, and subtle rather than gendered or stereotypical.
- The product credibility is anchored in its formulation by Jordi Morrison and Dr. Raelia Lew, blending founder-led brand emotion with medical/scientific authority—a key tension the design resolves through “discreet luxury.”
Keep exploring
Related cases
