Bidetlity aims to change attitudes towards hygiene, removing taboos and discomfort associated with this topic. The Berlin-based brand seeks to transform the routine bathroom visit into a conscious ritual of body and soul care.
Bidetlity’s old logo appeared shy and sterile, avoiding any bold associations. Now, the brand isn’t afraid to boldly and provocatively present itself, replacing a neutral water droplet with a playful buttocks shape. The brand symbol is so expressive that it challenges boring and conservative views on intimate hygiene.
The logo’s typography is dense and striking, reflecting the mood and boldness of the young brand. The serif typeface conveys a daring approach, and its form enhances the sense of energetic playfulness. This feeling is supported by a vibrant color palette, where pastel mint and purple harmoniously combine with a provocative orange hue.
But the brand’s true character is revealed in its details: typographic elements might provoke an awkward giggle. Letter spacing intentionally hints at body parts typically hidden from public view. This is the brand’s attempt to lift the heavy veil of embarrassment.
Complementing the typographic solutions, animations use the icon playfully and amusingly. All this demonstrates how the brand can openly and cheerfully address topics previously considered uncomfortable.
The updated Bidetlity identity turned out energetic, cheerful, and sometimes even provocative, yet accurately reflecting the brand’s bold attitude toward change. The company does not aim to appeal to everyone. Their goal is an honest and open conversation about health and comfort; in this sense, the new image hits the mark.
