plusOne was ready to evolve. The ambition was to more clearly express their perspective on sexual wellness, positioning the brand as a trusted, empowering guide in a space that is deeply personal.

We began by understanding where they lived within the category and where there was room to show up with greater clarity and intention. From there, we shaped a story grounded in empowerment, transparency, and self-care, introducing statements like “wellness in your hands” and “sex is self care” to anchor the new voice.

With strong consumer validation, we thoughtfully evolved the packaging, building on existing equities while introducing meaningful new assets, and extended the refreshed look and feel across touchpoints. The result is a brand that feels open, confident, and aligned with its belief that feeling good is part of living well.