Confidence that tastes good.

Overview

Positioning statement

We are a secret shortcut to showing up confident — a daily capsule that tastes like candy and works like a rumor you finally get to enjoy.

The Red Bull of self-care. Intimate wellness at full volume — humor, color, a wink. Everyone thinks about this. Nobody talks about it. We do.

Everyone thinks about this. Nobody talks about it.

Brand personality

Brand

Voice

Using language to build a universe and engage an audience.

Why voice matters

Sweet Spot wants to take the quiet worry out of intimate wellness. The voice has to be inviting through plain, no-frills language (like the ingredients) and alluring through high-energy expression (like the color). Voice is constant. Tone changes.

When loud and witty fight, loud wins. Not clean. Not precious. Not edgy-for-edgy.

Loud

We occupy the space the category left empty: full volume. We talk the way people actually talk about this with a friend — not a doctor, not a group chat that needs a trigger warning.

Unfussy

We’re not a bells-and-whistles brand. A daily capsule. Water. That’s the ritual. We don’t hide behind hedges or medical theater.

Human

Oko is a dinner host. We are a locker-room rumor that turned into a product. Conversational, never faceless. We stay on the customer’s level.

Fearless

Fearlessness is the secret weapon. We go bolder, bigger, brighter. We stand against the hush. We do not use graphic, medical, or self-hate language to get there.

Always

fresh · balance · sweet · confidence · down there · chemistry · from the inside out · juicy · clean · your body · taste better · smell like a snack · For Her / For Him · pH-Friendly · probiotic-friendly · #StayJuicy · #TasteTheSweetSpot

Never

vagina / vaginal · odor problem · discharge · fishy · infection · cure / treat / diagnose · probiotic (alone) · gross / nasty / broken · raunchy · all natural · pH-Balanced

pH-Friendly, not pH-Balanced. Emoji: 🍍 🍯 ✨ 💧 🫧 — max 2–3, end of line only.

The wordmark is Archivo Black, sentence case, tight tracking. Never all-caps. Never a new script. The pineapple seal can stand alone only when the brand is already established — app icon, favicon, cap.

Clear space

Don’t crowd the logo. When placing other elements nearby, ensure minimum clear space equal to the height of the “t” in taste.

Scaling

Depending on context and scale, keep the same proportions. If it isn’t legible, it’s too small. Digital minimum 120px wide. Print minimum 1 inch.

On color

When combining the logo with brand colors, always ensure contrast. Approved combinations below.

Don’ts

Do not diminish the value of the logo. Avoid the following treatments. This system works best when it’s kept simple.

Primary palette

The primary palette is the core of the identity. Pink is the brand. Blue is Him. Chartreuse is the wink. Black and white do the heavy lifting.

Secondary palette

Use to extend, never to replace. Chartreuse is never body text. Pink deep is the readable pink on white.

Proportion

The balance of color keeps the identity cohesive. Lead with one hero color. Pink owns Her and campaign. Blue owns Him. Chartreuse is the accent and the wipes/wash wink. Black and white hold type and negative space.

Combinations

In pattern-based layouts, two-color combinations can be used. Do not use more than two loud colors plus black or white. Her + Him together is the only time pink and blue share a frame as equals (split).

Brand

Typography

Typography is a core element for the visual look and feel. It delivers information with clarity and gives the brand its jolt. While our words are what we say, our typography is how we say it. Two faces per asset, max.

Primary typeface

Archivo Black

Display, heroes, CTAs, social titles. A heavy grotesque with no apology. Use sentence case on covers, uppercase only for tiny labels.

Fraunces for About, blogs, pull-quotes — the human after the shout.

Inter for body, nav, forms. Caveat / Permanent Marker — social accent only, never body. Live shop still ships Akshar + Figtree + Spline Sans — migrate toward this stack.

Weights

We use Archivo Black as a single weight. Inter Regular (400), Medium (500), Semibold (600), Bold (700). Fraunces 500 italic for quotes. Caveat 600 for the wink.

Inter Regular

Inter Semibold

Inter Bold

Fraunces italic

Caveat for the note in the margin.

Hierarchy

We use type weight and size to enforce hierarchy. Always ensure a purposeful difference between sizes. Sizes below are examples.

Live sites — show these too

The book stack above is the target. The two live stores currently ship different faces. Spec work against the site you are designing for until we unify.

Inter is loaded on .shop but is not the default body. Filson Pro and Kefir still exist in leftover Javy LP CSS — not Sweet Spot. Don’t spec them.

Brand

Illustration

Bold, simple, direct — matching the bottle, not a wellness clip-art pack.

Our marks are geometric. Pineapple seal, fruit as ingredient, icons that read at 24px. No gradients, no outlines on the wordmark, no medical crosses, no watercolor botanicals.

Brand

Pattern

Color-block, split, stripe, juice — the devices that make a frame ours without adding clutter.

OKO used mid-century table runners. We use soda-commercial geometry. Background patterns sit behind photography and simple text. If using type and logo on a pattern, pick one color that stands off the background. Two loud colors plus type is the maximum.

1. Embrace negative space. Not every gap needs filling. 2. Practice element economy. If color-block is loud, keep type quiet. 3. Never put the wordmark on juice texture.

People

When we show people, they are mid-ritual — opening the bottle, at the sink, outside in full sun. Semi-candid. Never medical. Never soft-focus. Wardrobe: pink/white/black for Her, blue/black for Him. Dewy skin, smirk, not a spa stare.

Indoor / outdoor

Brand

Packaging

It’s a complement to the body, not a condiment for shame. The pack distills the joy into an optimistic moment on the shelf.

Going forward: direct-print like an energy can, not a clinical wrap. Pink/blue for Her/Him. Chartreuse for wipes and drops. Pineapple mark on cap/seal. Shoot the cyan wash you have — don’t fake future pink. Front = desire. Back = facts.

Partner Pack $47.99 — both formulas. Daily Duo Wash $14.99 — 2-in-1 cleanse + exfoliate. NET WT. as on pack. Label type is Soona pixels only — never redraw “taste better down there.”

Red Bull test

Does this feel like a jolt — or a quiet supplement aisle?

If it’s the aisle: push color, texture, motion, or the line until it isn’t.