Thinking
5 New Projects including Goodparts by ABD
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.
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The 16 Best Lubes for Anal Sex
When it comes to anal play, there's no such thing as too much lube. Lube is great for taking the friction out of all kinds of sex, but when it comes to anal sex, lube is absolutely essential. Unlike the vagina, the anus doesn't self-lubricate when you're turned on, which makes it difficult and painful to insert anything—from a pinky finger to a penis—without some extra help. But which lube works best for anal sex? There are sooo many different personal lubricant products on the market, but when it comes to anal sex, you want to use thicker lube that doesn't require constant reapplication, explains Alicia Sinclair, founder of sex toy brand b-Vibe. "Silicone lube is one of the best lubes for anal because it contains dimethicone, dimethiconol, and cyclomethicone," she explains. "This creates a consistency that is thicker and more 'buttery' than water-based lubes. Most people find that they prefer a thicker lubricant for anal play because it gives some extra cushion to protect delicate body parts." While natural oils (like coconut oil) and oil-based lubes have a thick consistency, too, they can erode latex, which is why Sinclair says: "It’s best to only use coconut oil or almond oil when condoms aren’t involved." But be careful about using silicone-based lubes with sex toys, she adds. "Using silicone lube on a silicone sex toy can cause bending, warping, and the ruin of a toy. Use a high-quality, water-based lubricant instead." When it comes time to whip out the lube for anal sex, use as much as the receiving partner needs to feel comfortable, says Dr. Zhana Vrangalova, Ph.D., NYU professor of human sexuality and a sexpert for LELO. "Usually, especially for beginners, the more the better," she says. "I generally subscribe to the 'too much lube is almost enough' view when it comes to anal sex." Don't be afraid to reapply "as soon as it seems like it's drying out and there's more friction," Vrangalova adds. "Keep the lines of communication with the receptive partner open. Encourage them to let you know when they feel more is necessary." You'll notice the majority of lubricants on the list are silicone-based—the rest are either hybrids (meaning they're water- and silicone-based), or specific creams for anal stretching (i.e. fisting). FYI, the hybrids we included are safe for toy use and have a thicker consistency, which make them ideal for anal penetration.
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Creative Boom: ABD's identity for Goodparts, a men's wellness brand selling lubes and balms for sex
New York creative collective ABD (short for Associates By Design) is behind this identity for Goodparts, a new men's wellness brand that's taking a revolutionary approach to sex and intimacy. Based in Brooklyn, the luxury personal care product – designed to bridge the gap between our sex lives and our personal care routines – not only complements a "personal style in life" but also a "personal style in bed". Through nuance, tone, strong narrative, and tongue-in-cheek visuals, ABD has created an identity that hopes to "speak to our inner-most desires". "It's an incredible form of human connection, evolution, and pleasure," explains Creative Partner Simon Mortimer. "But the way the world talks about sex is clinical, dated, and taboo. These sociocultural norms reinforce the idea that sex isn't something we should be talking about – and so we don't. When we don't talk, we don't learn, we don't explore, we don't adapt, and we don't improve. Goodparts is for anyone but was designed with the modern man in mind: gay, straight, and in-between." Simon adds: "A good sex life doesn't start and end in the bedroom. We wanted to develop a brand that you could take with you, be proud to have on your bedside table, and one you didn't have to hide when your friends came over. Sex is fun, playful, beautiful, and kind of athletic. It's also different for everyone." ABD wanted to create an identity that could be "true to that personal experience", and not just "sugar-coat" sex with whimsical, airy imagery and subtle innuendo. "We wanted a brand that felt confident, active and energized that all men – gay, straight, or bi – desired," Simon continues. "In our research, it became clear to us that in most straight relationships, the woman purchases the lube, and it's viewed as a product 'for her'. We wanted to shift the paradigm, and portray lube as a symbol of self-care and sexual health." The colour palette plays an important part in the identity, as different tones represent different styles we all have in bed and the unique dynamics with various partners. "Some like it moody with lights off," adds Simon. "Some are energetic and filled with passion, and some like it slow, with lots of romance (and foreplay). We wanted to complement these different styles within our colour choices." Read the feature here.
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