Fumble isn’t your typical sexual wellness brand-its bold, playful, and unapologetically real. It’s all about breaking the ice on intimate conversations; creating an inclusive space that celebrates everyone’s unique journey and the unfiltered moments that bring people together. The Fumbel website is currently advertising FCUK products, in the future there is going to be more exciting Fumbel products advertised alongside the FCUK ones.
Ideas and Creation:
Creating Fumbel began with a main query: Who is The Target Audience?…Bold adventurous 16-29 year olds that’s who! This audience group inspired the brands focus on a playful, non serious personality and having the breaking of taboos the main focus of Fumbel, allowing people to talk freely about sexual wellness. In order to get to this decision we hosted our brand workshop with the founders of the company so that we could gain a wider understanding of our clients and find out what it is they were really wanting to do with the brand.
From the start the primary focus was to ensure customers felt welcomed regardless of gender, orientation or relationship which we found was most communicated by having a witty tone and an eye catching visual appearance.
We kicked things off by finding the perfect name; we wanted to reinforce the theme of the brand while aligning with the visual identity of the products and ensuring it fit the type of products being sold. When it came down to the suggestion of the name ‘Fumbel’ we thought it suited perfectly because it captures the essence of being human- awkward, clumsy and perfectly imperfect-just like the memorable intimate moments we wanted to celebrate
The next assignment was to create the visual design for the Fumbel Name, Web Vitality explored multiple logo orientations and colour schemes to land on the perfect look. We chose a mix of bold, eye-catching colours to reflect the nature of fumbel alongside the black and white for a more serious tone.
We decided that the black writing with the white background would be best fit for the header on the website as it’s more of a serious tone and serve as a foundation for the brands playful yet polished image, however the colourful logos can be used as a more fun alternative when it comes to branding future products or marketing aspects.
Development:
The Packaging designs for Fumbel sprang to life after we decided on our initial mood boards. We thought that using colours such as bright blues, yellows and pinks for our primary colours evoked energy, fun and inclusivity which linked back to the main focus of this brand. The secondary colour being black and white means they are adaptable to any colour background, packaging or context.
A design type for the actual products was to have graffiti-like patterns printed on the box which gives a cool urban feel, this style goes hand in hand with the target audience and also as a bonus it’s discreet packaging which is a positive when it comes to teenagers. Alongside this there is also the block black and white packaging which are also very discrete whilst being clean and slick.
We also created some elements that accompany the brand logo in social media posts and on the website, enhancing the overall visual identity. These elements are all colourful and fun therefore combined with the Fumble logo creates eye-catching and engaging aesthetics.
Before these beautiful designs were agreed and finalised, there were three different routes which involved various design styles. We had to find a way to create a brand that was appealing to a younger audience, had fun designs ensuring that the packaging didn’t feel or look cheap. Hence producing good looking visuals in feel good packaging!
Launch Preparation
The website is fun, colourful and easy to navigate as is on the shopify platform, the landing pages are welcoming for visitors, being both informative and visually appealing. Checking out?…No problem, make use of shopify’s seamless checkout process.
Having a strong social media presence to embrace the brand’s personality and a way of inviting potential customers to explore a whole new world of intimacy will drive this new brand to online success.
Visit our site and dive into the fumbel experience! Fumbel
