Bandit Design Group’s comfortable and colourful brand for Hello Lover welcomes fresh perspectives
Sydney-based Bandit Design Group have partnered with sexual wellness brand Hello Lover to help shift the perception of sex and sex-based products away from their old-fashioned associations with promiscuity and naughtiness towards self-care and wellness. The result is a laid-back, fun and comforting identity for the platform, covering the brand’s product and educational output – driven by the primary notion of accessibility and personality. Pairing engaging vibrant colours and relaxed yet pragmatic graphic compositions.
Leading the brand’s visual output, however, is the confident application of type – utilising a powerful ménage à trois of typefaces that provides the visual language with the creative freedom to explore the free, playful side of its character alongside fundamental clarity. The typefaces in question come in the form of Grilli Type’s GT America, MVB Fonts’ Sweet Sans and Gascogne by TypeShop, the inviting concoction of which not only cements and celebrates Hello Lover as the contemporary brand that it is but, importantly, traverses the balance of characterful and overbearing. “We chose these particular fonts for their friendly, approachable and ordinary feeling nature,” Founder and Creative Director Mikeila Scheckenbach tells us, “the soft curves bring an inviting presence and together they’re a modern, young feeling set,” she adds, creating the space for comfort and accessibility.
Working alongside interior styling creative Someday Studio, Hello Lover’s photographic art direction also lends to these fundamental characteristics. “It is intended to be fresh, quirky, feel good and be inclusive,” Scheckenbach recalls, referencing their strategic result that saw keywords like comfortable, exciting, safe, guilt-free and empowered as essential features. “The imagery embodies a sexual playfulness, without being raunchy or hyper-sexual,” Scheckenbach concludes, “like we often see by others in the industry,” replacing the latter’s often sexually objectifying photography with tableaus that embody the optimistic inclusivity and playfulness true to the act.