The Department of Bed Intentions

The Department of Bed Intentions founded by Sophie McGrath shakes up the saturated market of modern sexual wellness by carving out a new category. The entrant company evolved the original vision, a singular sex product with a different name, to a brand that considers both sex and sleep. Designed to enhance the 1/3 of your life spent in bed in a safe and fun way, the brand is also perfectly positioned to welcome shame-free conversations around intimacy. Inspired by the science of the body, sustainability and transparency, Blurr worked on brand strategy and identity, renaming, packaging and UX/UI design.