Era69 New York
Proof that luxury doesn’t have to behave itself: an intimate silk deodorant with the polish of a fragrance house and the attitude of a secret you can’t quite keep.
Brand positioning / Brand identity / Tone of Voice
Taking intimate care out of the pharmacy aisle and putting it on the dresser, where it belongs.
Era69 came to us with a category problem. Intimate deodorant has always lived in the same aisle as the *cough* ball spray and the clinical, gynaecologist-endorsed bottle – practical, a little embarrassing and definitely not something you'd leave out on the dresser. New York-based Era69 made an intimate silk deodorant good enough to sit on the other side of that aisle entirely, next to the fragrance houses, and wanted a brand that knew it.
Working with a modest production budget, we generated the entire image system ourselves using AI, writing every prompt from scratch rather than referencing existing work. The result is a set of sensual, tongue-in-cheek visuals built from the products’ scent notes — a rose blooming from a glowing pink centre, a plum with all the cheek of, well, a plum, a lemon with a knowing little pucker at its crown — each one a visual pun on the ingredient, dressed up just enough to behave.
We treated every scent note like a character. A rose blushing from the inside out, a plum at its most inviting, a lemon with a wink at its crown – each image became its own sensual still life, tongue firmly in cheek.
“Studio Chong is insanely artistic in a way that makes your whole brand feel right the moment you see it. It’s brutally hard to find an artist who actually cares about every tiny detail, but they obsessed over all of it and nailed it.”
– Laith Abdallah, founder of Era69
