While the jury has yet to return a verdict on the overall decline of sperm count in males (tl;dr, it‘s difficult to measure), that doesn’t mean that infertility doesn’t exist or that men won’t experience difficulty with their swimmers. 

SwimClub is the first-ever sperm performance supplement to hit the market that seeks to give men the tools and confidence they need to grab their reproductive health by the balls and take a more active part in conceiving.

To bring the fertility company to life, SwimClub and Squared Circles teamed with the Brooklyn-based brand design company Center. At the core of the brand are visual references not only to DNA sequencing but also to pool tiles. Rectangles represent the four bases in DNA—adenine (A), cytosine (C), guanine (G), and thymine (T)—and they crafted a wordmark using those tiles. A swimmer logo also utilizes the same rectangular tiles.

Packaging-wise, the SwimClub kit ships in a steel-blue container, along with a silver sachet, similar to a condom wrapper, housing the pills.

“Trying to conceive can be a vulnerable and overwhelming time for couples, so we wanted the SwimClub unboxing to feel both familiar and unique, beautiful but trusted,” says Alex Center, founder of Center. “The exterior nods to ‘90s men’s care with blue tones and a subtle metallic inlay, approachable for the age group we’re speaking to, while the interior delivers clarity and guidance. The info card supports men with the knowledge they need to optimize their fertility, empowering them to take an active role in the process.”

Overall, the packaging displays a relative warmth and affability that’s essential for something as emotionally charged as fertility. “Every element, from color to typography to layout, was crafted to feel approachable, trustworthy, and supportive. We thought of it less like opening a supplement and more like joining a club: a ritual that makes you feel seen, guided, and not alone in the process,” Center adds.

If SwimClub’s banding system gets one thing right, it’s that fertility is often a team sport and isn’t just the sole responsibility of the mother-to-be to take charge. And there’s no shame in seeking out some extra help.