Brooklyn-based artistic company Saint-Urbain has given new private care firm Beam a contemporary model identification that turns heads – and bums. The “butt wellness” model is on a mission to destigmatise this rising well being space, tackling certainly one of life’s most quietly awkward subjects and remodeling it into one thing joyful, open, and fantastically designed.
Initially nicknamed Mission Moon, Beam started with a big-ass aim: to sort out the hush-hush actuality that almost 70% of individuals expertise butt-related considerations – from beauty points (spotty bums, anybody?) to medical ones – however hardly ever speak about them.
“Beam is about changing disgrace with satisfaction,” says Alex Ostroff, founding father of Saint-Urbain. “We wished to construct a model that felt contemporary, joyful, and completely unembarrassed. Everybody has a butt – and most of the people have points with it. So why not speak about it?”
That candid dialog starter sits on the coronary heart of Beam’s identification. Saint-Urbain created a visible universe that radiates heat, well being, and humour – all constructed across the concept of sunshine and confidence. The identify Beam itself nods to each illumination and self-assurance, reminding us to, fairly actually, shine from behind.
The model’s tagline, ‘A Pleased Butt for Each Physique’, captures its inclusive, upbeat spirit. The design language combines mushy greens and lotions with bursts of color resembling orange, blush pink, and turquoise, making packaging that stands out proudly on the shelf.
Rounded, pleasant typography offers the model a human contact, whereas sparkles and glow results add a way of magic. Easy line illustrations have fun each sort of derriere – various in form, measurement, color, and intercourse – a playful however highly effective nod to physique positivity.
Beam’s tone of voice is empathetic, sensible, and lighthearted – designed to teach with out embarrassment. “We have been there,” the model appears to say, providing reassurance and luxury on a topic most of us keep away from.
Saint-Urbain carried that message by way of each element, from packaging hierarchy to social content material. The Pimples Remedy, Keratosis Pilaris Remedy, Rectal Masks (sure, rectal masks – that is all an excessive amount of for us Brits), and Haemorrhoid Cream all share the identical assured Beam identification. There isn’t any room for something apart from unapologetic design.
“From the beginning, this model was meant to be proudly displayed, not hidden in a drawer,” Ostroff provides. And that is definitely true of its daring visuals and refreshingly candid message. Beam lights the best way for a brand new form of wellness – one which proves even when issues could be a ache within the butt, there’s completely nothing to be ashamed of.
