Case Study


A Simple Routine With Big Changes

Looking to enter a new phase of growth and leadership in sexual wellness, Tabu partnered with SMAKK to better underscore its important mission and boldly change the conversation about sex after menopause.



Did you know that up to 90% of women experience pain or discomfort during sex due to hormonal and lifestyle changes, but only 25% of those women seek medical help for their menopause symptoms such as vaginal dryness or atrophy? This results in nearly 50% of women over the age of 50 giving up on their sex lives altogether which can negatively impact their self-esteem, relationships and overall health. Tabu Founder, Natalie Fretwell, set out to improve these statistics with a solution that would honor women’s bodies as they change–creating a sexual wellness routine with very real benefits.


Why We Loved This Project  

We were excited by Tabu’s mission to bridge the gap between sexual health and overall wellness, and inspired by the opportunity to be a part of an inclusive movement empowering women to not only embrace, but prioritize their sexual well-being regardless of where they are in their reproductive years. We saw the potential to bring sophistication, discretion and credibility to a product category known for being anything but–typically marketed by way of brazen eroticism and cheeky innuendo. So when it came to shining a light on an important but often overlooked piece of the wellness puzzle, we were thrilled to be a part of the conversation.


What We Did

SMAKK led a complete reimagining of the brand strategy and creative, including the visual identity, messaging, packaging, ecommerce design and development. 

Aesthetically, the new identity is artfully unapologetic in the way that it illustrates and talks about sexual wellness, with a bold wordmark as well as icons and illustrations informed by scientific diagrams you might find in a textbook. Leveraged together, these elements deftly communicate complex sexual wellness topics and ideas in a way that feels necessary and credible rather than taboo or shameful. 

The brand messaging is honest but dignified, presenting Tabu’s benefits through a science and health-centered lens that also doesn’t hide its irreverent “Use It Or Lose It” attitude. These complementary choices ground Tabu and its ethos in a dependable trustworthiness without losing all of its delicacy and grace.


Services  Provided

Brand Strategy, Visual Identity, Messaging, Packaging, Ecommerce Design, Shopify Development, UX Design, Copywriting



The result is a new identity that shines a light on how optimal sexual health, with or without a partner, isn’t just a means to pleasure, but an essential piece of long-term well-being.

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