Specialized wellness brands have continually been on the rise over the past few years, especially in the realm of discouraging taboos around sexual matters. One of the latest examples is VJJ, a brand centered on vaginal health with sophisticated modern design from Unfound.

In an age of increased gender curiosity and ongoing legislative attacks on queer communities, VJJ’s strong focus on female imagery and language makes it hard to imagine the service feeling accessible to everyone who might otherwise be interested. Even so, the brand’s lighthearted approach to what can be intimidating health matters is always nice to see, and Unfound spotlights them well with attractive branding, a funky abstract wordmark and a refreshing use of color.