Tendr — Blur

A wellness brand you’d leave out on the shelf.

Tendr is an online marketplace for body care and intimate wellness. The founder’s research showed that most people buying in this category are women, and that two things matter to them most: discretion in the name, the logo and the packaging, and knowing exactly what each product is made of.

A lot of brands in the space look loud or clinical. The founder asked for the opposite: “Nothing too in your face, classy and professional.” So we set out to build an identity that feels warm, grown-up and discreet, the kind of brand you’d leave out on the bathroom shelf.

In about four weeks we designed the logo, the brand guidelines and the website. Later we carried the identity onto packaging for nine of the founder’s products.

Fig. 01 — The brief

Ten words from the founder floating on olive green: wellness, health, body, love, every, you, caring, soft, tenderness and adult — Fig. 02 — Discovery — ten words

Pencil sketches of the Tendr mark beside four other directions: an Egyptian symbol of love, Odo Nnyew Fie Kwan, a lotus and two hearts — Fig. 03 — Logo — sketches and directions

The Tendr butterfly mark on its construction grid, beside a hand holding an amber dropper bottle with the Tendr label — Fig. 04 — Logo — construction

Fig. 05 — Logo — lockup

Fig. 06 — Print — business cards

Fig. 07 — Merchandise and packaging

Arimo and Playfair Display specimens on olive, with the tagline Love Every You — Fig. 08 — Typography — Playfair Display and Arimo

A shop window with Tendr posters showing a cleanser, a body wash and close-ups of skin — Fig. 09 — Campaign — shop window

Hands holding a Tendr body lotion bottle, beside a Tendr sunscreen box on a stone plinth — Fig. 10 — Packaging — body lotion and sunscreen

A second Tendr shop window with body lotion and sunscreen posters — Fig. 11 — Campaign — shop window

( More projects )

Continue through the work.

(01)
Pairscope — Brand Identity
(02)
Yaaa.cool — Brand Identity
(03)
Sonar — Product Design