For a long time now, a common complaint about the sexual wellness industry is how the whole thing can occasionally smack of gender. However, thanks in large part to third wave feminism, talking about sexual healthcare has become a lot more accessible, easy, and fun for the folks across the gender spectrum over the past decade or so. Around Obama’s first term, the once aggressively pink and flowery sex toy market significantly calmed down into less immediately gendered hues (which usually turns out to be purple, for some reason) and user-friendly, almost Apple-ish designs.

While the industry trend towards less gendered and more accessible design has continued with no sign of stopping, there’s not a ton of acknowledgement about an open approach towards sexual wellness maybe being a bit more, well, difficult for men. There can be more shame in asking questions or an either overly macho or clinical approach. Masculine sexual health company Butter Wellness hopes to address this with sleek, no-nonsense products: a great-looking, but unassuming vibrator and lube that wouldn’t at all look out of place in your average medicine cabinet.

Agency Something Else helped them nail “masculine, but without the machismo” with simple blue-and-white packaging and trendy, but not ostentatious serif typography. A Greek bust with a “buttery” beard adds a classic thinking man’s vibe to this grown-up, unintimidating final product.