PURELY entered the adult wellness market with premium-quality intimate products but struggled with brand perception and market positioning. The category was dominated by clinical, medical-feeling brands or overly explicit imagery that alienated sophisticated consumers seeking wellness-focused intimacy products.

The brand faced three critical barriers: outdated category conventions that felt sterile or crude, fragmented product lines that lacked cohesive identity, and missed opportunities in the growing wellness-conscious demographic who valued quality, discretion, and holistic self-care.

Our mission:

• Redefine adult wellness through sophisticated, wellness-first branding
• Create premium packaging and product design that elevates the entire category
• Develop market positioning that appeals to health-conscious consumers aged 25-45
• Build a cohesive product ecosystem that integrates seamlessly into modern lifestyle branding

PURELY’s opportunity lay in treating intimate wellness like any other premium wellness category — with sophistication, education, and beautiful design. We positioned the brand at the intersection of self-care and intimacy, creating a visual language that felt more like luxury skincare than traditional adult products.

Key strategy elements:

• Wellness-First Brand Identity
  Developed a clean, minimalist visual system using soft gradients, organic shapes, and calming color palettes. Typography and imagery emphasized health, connection, and personal empowerment rather than explicit sexuality.
• Premium Product Design & Packaging
  Created sleek, discreet product forms with medical-grade silicone and sustainable materials. Packaging resembled high-end beauty products with soft-touch finishes, magnetic closures, and educational inserts about wellness benefits.
• Educational Content Strategy
  Built comprehensive guides, ingredient transparency, and wellness-focused messaging that positioned products as tools for overall health and relationship wellness rather than purely physical satisfaction.
• Retail & E-commerce Experience
  Designed sophisticated retail displays and digital experiences that felt comfortable in upscale wellness stores, boutique pharmacies, and premium online platforms.

“From taboo to wellness essential — PURELY transformed how consumers think about intimate health.”

• Achieved 340% revenue growth in first 10 months post-rebrand
• Secured placement in 25+ premium wellness retailers including Goop, Credo Beauty, and boutique apothecaries
• Generated $1.1M in direct-to-consumer sales through refined e-commerce experience
• Earned 4.8/5 customer satisfaction rating

• Category conventions exist to be challenged.
  By applying luxury wellness design principles to adult products, we proved that sophisticated consumers were hungry for better options in this space.
• Education drives premium pricing.
  Comprehensive wellness education and ingredient transparency allowed PURELY to command 40% higher prices than category average while maintaining strong conversion rates.
• Discretion enables broader distribution.
  Sophisticated packaging and positioning opened doors to retail channels that traditionally avoided adult wellness products, expanding market reach significantly.
• Holistic wellness resonates.
  Positioning products within broader self-care and relationship wellness narratives created emotional connection beyond functional benefits.

PURELY demonstrated that thoughtful design and strategic positioning can elevate any category. By treating intimate wellness with the same sophistication as premium skincare or fitness products, we created a brand that resonates with health-conscious consumers and commands premium pricing. The success proved that consumers were ready for a more mature, wellness-focused approach to intimate health — they just needed a brand brave enough to lead the way.