DESIRE is an e-commerce brand offering mood-enhancing and wellness products designed to elevate both energy and intimacy. The identity was built to feel elegant, emotional, and inviting — striking the right balance of luxury and warmth without being over the top.
Understanding the Need
The project called for a brand identity that could stand out in the wellness space without looking too clinical or leaning too heavily into suggestive visuals. The goal was to create something that feels premium, tasteful, and approachable — an identity that speaks to both sophistication and intimacy.
Crafting the Creative Direction
The direction was clear from the start: keep things refined, emotional, and aspirational. We leaned on modern serif typography, a rich and moody color palette, and subtle design details that give off a sense of allure. The idea was to make DESIRE look indulgent and intimate while staying approachable and trustworthy.
The Challenge
The toughest part was tone. The brand needed to spark emotion and attraction without falling into clichés. Too bold would risk being vulgar, while too minimal might strip away the passion. The solution had to hit the sweet spot: premium yet warm, elegant yet approachable.
Finding the Solution
The answer was in simplicity with purpose. A refined wordmark with subtle serif flourishes gave the brand both elegance and clarity. Supporting visuals were kept minimal and intentional — letting color, type, and space do the heavy lifting. This approach created an identity that feels sensual but still professional and versatile.
The Design Process
Key choices included:
Typography: Modern sans-serif that still has elegance and warmth.
Logo: A timeless wordmark that’s distinctive and versatile.
System: Clean layouts and subtle motifs to carry consistency across packaging, social, and digital platforms.
The Results
The final identity positions DESIRE as:
Elegant and emotional — building connection without being too explicit.
Refined and distinctive — standing out in the wellness and lifestyle space.
Flexible and scalable — ready for packaging, campaigns, and digital presence.
With this system, DESIRE fully lives up to its name — a brand that feels luxurious, emotional, and lasting in every touchpoint.
