When it comes to personal care, we tend to ignore our butts. Perhaps it’s the existing taboos surrounding the posterior, but it’s a part of our body that could use a little more attention.

Beam is a new brand focused on butt care with a range of products that address several health and hygiene needs for our backsides, including moisturizing and treatment of acne, keratosis pilaris, and hemorrhoids. The brand reached out to the talented folks at creative agency Saint Urbain for a refreshed brand identity. 

Starting with the brand name Beam, the new identity aims to speak clearly, confidently, and kindly.

“Beam is about replacing shame with pride. We wanted to build a brand that felt fresh, joyful, and totally unembarrassed,” says Alex Ostroff, founder of Saint Urbain, via press release. “Everyone has a butt, and most people have issues with it. So why not talk about it?”

The color palette glows with a pleasant mix of green, orange, blue, and purple, while the wordmark features round typography seemingly inspired by the rounded curves of our derrières. Rather than connect pairs of curved strokes in “Beam,” a line is extended to simulate butt cheeks. It’s a playful detail that disarms any potentially held stigmas and encourages use. The curvy letterforms in Seabirds Bold complement the Beams logo and are aptly used in the brand identity. 

Other graphics also celebrate butt care, such as the array of images depicting posteriors in various shapes and sizes with simple lines and dots that reinforce the desired cheery and friendly brand voice. The primary graphic used as a logo throughout the identity is a pair of butt cheeks with radiating lines, which quickly communicates a happy and healthy rear end.

Saint Urbain’s design celebrates butt care while destigmatizing the category with a pleasant, modern presentation that will have more appeal to consumers who are otherwise nonplussed by traditional over-the-counter (OTC) products.