Tackling the sensitive issue of erectile dysfunction (ED) symptoms, Regimen exists because its founder Max Kersting had sexual health issues himself. “About ten years ago, I tried everything, including injections and surgery, to cure my ED. When nothing worked, I developed a holistic program with the help of several experts, including Dr Wolf Beecken, urologist and andrologist. Thanks to this new approach I managed to overcome my problems, so we created Regimen for everyone who takes the same trip, ”he explains.

The startup asked Berlin-based design agency Studio Skulptur to create a renewed visual identity that would make their product not only “beautiful, but also much easier to interact with our customers,” says Max. “We were looking for a consistent appearance that builds trust between Regimen and the users of our program from the first meeting.”

Getting back its sleeves, the Studio Skulptur team, founded by Emma Skaaning, Madeleine Berg and Lana Belton, has refined the importance of Regimen and the expectations of its clients. “One of the first things that struck us when working with Regimen was Max’s story and his understanding of the difficulty of navigating this region without the help and guidance needed,” says Emma Skaaning, partner at Studio Skulptur . “This personal journey puts us at eye level with the customer, allowing us to lead by example and speak openly about our own experiences. That connection had to be maintained by the brand.”

The resulting brand redesign is inclusive, welcoming and “human” with the goal of using personal storytelling, science and technology to “improve intimate health”. The graphic language uses bold shapes, arrows and lines to convey progress. The brand’s colors, purples and greens, are uplifting, empowering and easy to own. While brand writing gets straight to the point, “Nurture your body” and “Let’s talk about there”. The accompanying photography only adds to the positive feeling throughout.

From brand focus and positioning, copywriting and animation to social media, brand swag, product reskins and a new online presence, Studio Skulptur’s new identity is currently deployed across all Regimen touchpoints and wider marketing media.