The Department of Bed Intentions is the world’s first fully sustainable microbiome-friendly prebiotic personal lubricant. The brand shakes up the saturated market of modern sexual wellness by carving out a new category of wellness encompassing both sex and sleep. Inspired by the science of the body, sustainability and transparency, the brand has been designed to connect with a health and climate-conscious audience.

The client, Sophie McGrath, came to us with a singular sex product, with the desire for the brand to be sustainable and rooted in science. With so many modern sexual wellness brands currently saturating the market, the challenge was how we can position this brand to be the only one people want to reach for in the bedroom. The sex category can often alienate people, how do we instead encourage inclusivity and curiosity? After extensive research, we pushed the founder to not only change the name, but also to evolve the brand to encompass both sex and sleep, allowing for future innovation.

Inspired by science, sustainability and transparency, every element of the brand is curated to invoke the senses to focus on elevated wellness. From the textural feel of the packaging, the silky-to-skin aluminum tube designed to be accessible during moments of play, and the feel-good social consciousness of a recyclable product. The lubricant is a prebiotic formula that is microbiome friendly, so plastic-free sustainable packaging was a non-negotiable to ensure the consumer usage and disposal of the entire product was considered as much as the formula. After extensive environmental research, we decided on a single size 70ml tube and cap, made of aluminum that contains no plastic components or superfluous labels or seals, including the outer box which is non-laminate cardboard printed with eco-friendly ink.