Aiming to do away with taboo clichés in favour of encouraging an open, healthy sex life, Goodparts is US-made aloe-based lubricant brand that’s bridging the gap between sex and personal care. Taking on the challenge of devising its visual identity and packaging, New York-based creative collective ABD (Associates By Design) focused on making sexual products appealing to men of all kinds without feeling corny, clinical or feminine. The resulting design takes cues from contemporary skincare, sports and streetwear brands, combining clean canvases with witty copywriting and a straightforward graphic approach. The contrasting colour palette seeks to complement the multitude of dynamics that exist between different sexual partners, with some preferring a moodier, quiet atmosphere while others opt for fast-paced vibrant passion.