BaeSafe Brand Positioning and Launch Strategy

Developing BaeSafe’s pre-launch identity and content direction through inclusive positioning, education and campaign concepts.

D2C sexual wellness | Pre-launch strategy | Marketing Strategy Consultant

I helped BaeSafe define a premium yet approachable brand direction for Gen Z, with a focus on confident, stigma-free conversations around intimacy. The work brought together brand positioning, communication guidelines and launch recommendations for a sexual wellness startup preparing to enter the Indian market.

The challenge

BaeSafe had a product concept and discreet packaging, but needed a clearer identity and a launch direction. The challenge was to explain its value in a category where much of the communication focused on performance, price and male consumers, while making the brand feel relevant and approachable to younger audiences.

The strategic direction

My competitive review identified an opportunity to build the brand around inclusive communication, education and considered design. I developed positioning centred on safe, confident intimacy and defined guidelines for brand personality, typography, colour, tone of voice and social media consistency.

The aim was to give BaeSafe a recognisable voice and a clear foundation for reaching customers through direct-to-consumer and business channels.

BaeSafe Content and Campaign Direction

Building trust before launch

I designed content pillars covering sexual wellness education, women’s sexual health, relationship conversations, myths and facts, and expert-led guidance. I also recommended a campaign encouraging women to feel confident purchasing and carrying protection, with responsibility for safer intimacy shared between partners.

Packaging recommendations focused on privacy and a lifestyle-led presentation. Event and activation concepts were developed to encourage open conversations and introduce the brand through educational experiences.

The project outcome

The pre-launch work established a brand positioning direction, identity guidelines and an educational content framework, supported by packaging and campaign recommendations. These provided a practical foundation for the brand’s launch planning.