überlube was designed to remove the stigma around personal lubricants. It’s just sex, after all. And if you need an anti-chafe for your upcoming marathon and a little something to reduce the frizz in your hair, well, it can do that, too. This unique multi-use approach to a product that’s primarily used for sex called for some research to learn more about our user needs, curiosities, and willingness to try the product for more than one purpose. Interviews and surveys with retailers, industry experts, and users led us to a messaging platform around feeling that allowed us to lead with product functionality, combined with an emotional component, uniquely positioning überlube as a sophisticated, smart, and educational brand. Team: Michele Brautnick, Jason Six, Kristin Tennant, Dean Van Dis

Designing a messaging platform around feeling, allowed us to lead with product functionality, combined with an emotional component that considers the people using it. The front page of uberlube.com places an emphasis on sex as its primary use and creates awareness around its multi-use applications of Sport and Style.
Every still scenario was also shot in motion with the intention to surprise, engage, and delight. If you hang out on the home page long enough you'll see it cycle through several scenarios.
Research revealed that people tend to not know much of anything about personal lubricant — they’re looking for advice and knowledge, with the focus on making sex enjoyable and comfortable. überlube offers access to insightful conversations with experts and the opportunity to ask questions of your own.
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