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NOON

NOON is an intimate lubricant brand aimed specifically at the gay market The brand project was developed by two São Paulo based companies: Monq Branding consultancy (whole brand strategy) and Carme agency (visual identity and packaging concept). It contemplated market diagnosis, brand positioning strategy, naming, visual identity and packaging development. By adopting a totally unique lifestyle-oriented code it challenges other Brazilian lubricants brands by distancing itself from any stereotype associated with the gay market (ie. rainbow design) and focusing in a contemporary and confident sophistication as its principle asset. NOON is a memorable short word. It's easy to say, to listen and to spell. On the one hand, thought-provoking. On the other, conveys simplicity. It can be read and from front to back, or from back to front - a palindrome. It’s time for NOON.