Polari Labs
Polari Labs is at the forefront of a sexual health revolution, developing a category-defining device that reduces preparation time for anal intercourse from up to 1 hour to just 30 seconds. Believing that the sexual health and wellness market should cater to everyone, Polari Labs is pioneering advancements in anorectal health to enhance spontaneity and strengthen romantic relationships. Studio Lutalica collaborated with Polari Labs (formerly Polari Group) to rebrand the business, including a new name, tone of voice, and visual identity.
Credits
Branding + Collateral: Georgey Lee
Rename + Tone of Voice: Meghan Mooney
Visual Identity
The visual identity for Polari Labs draws inspiration from queer activism spanning from the 1980s to the present. The colour palette is vibrant yet accessible, featuring bold black and white with neon green, complemented by a secondary palette, ranging from neon purples to softer earthy tones. This evokes the essence of flesh and materials associated with sexuality and kink. The logo, a stylised asterisk symbol, subtly refers to the product’s function in a punk, non-graphic manner.
Typography choices include Passion One for its radical, punk-inspired signage and DM Sans for its modern readability and approachable nature.
Tone of Voice + Name
Polari Labs’ tone of voice is community-driven, informative, and inclusive, resonating primarily with the queer community while being welcoming to anyone who engages in anal sex. The rebranding process included updating the name from “Polari Group” to “Polari Labs,” reflecting a cooler, more science-based identity aligned with the company’s values. This strategic shift was designed to appeal to a queer audience without alienating potential investors and scientists, fostering trust and engagement among diverse stakeholders.
