Brand of the Day: The New Look of Love Wellness

Lauren Bosworth had hit a wall. Personal care products from the drugstore weren’t working for her, and the chemicals and ingredients in them weren’t helping her feel any better—and then there was the stigma around such products at large.

So Bosworth decided to consult the experts and invent a better approach—and in 2016 she launched Love Wellness, a line of curated body-positive health products for women.

The brand has had a couple different identities over the years, but hit its stride with its latest look, created by Lobster Phone and released this spring.

The San Francisco–based design firm delivered a new identity, website, packaging and creative strategy.

As Lobster Phone writes, “Inspiration for the logo was found in a late 1930s Art Deco type specimen; it felt playful, chunky and expressive. We used this as the basis for creating custom letterforms that are both clear and iconic. As illustrations are foundational to the larger brand, we made the ‘V’ of the logo into a face with lips that kiss and talk. Each product has its own quirky name, corresponding illustration and color combination that provide a not-so off-the-shelf look. The illustrations play off the style of the logo’s lips—an almost Japanese pop aesthetic—clearly demonstrating the benefits of the product in a dynamic way.”

Feel-good design for a feel-good brand.