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The frosted Wett bottle with cucumber slices inside, splashing into water on a white background.

Concept brand · Wett

How we would build a lube brand.

Wett is a concept brand we created to show how RedPxl would take a product from zero to launch: the name, identity, bottle, packaging, campaign and storefront for an all-natural lubricant made for adults.

Brand
Wett
Project
RedPxl concept brand
Sector
Sexual wellness ecommerce
Services
Creative Studio, Web Development, Retention, Paid Media

The concept

A lube worth leaving out

Wett isn’t a client. It’s a brand we invented to show how we’d take on an overlooked category: design a lube people would be proud to leave on show, then plan exactly how we would launch it.

What we wanted to show

  1. How we would turn a product people hide into one adults want on display.

  2. How we would position a natural lube brand at a markup price compared to competitors.

  3. How we would plan a launch that gets talked about, from guerrilla stunts to paid media.

Chapter 01 · Creating the brand

Creating a concept that feels natural

Competitor sites and ads looked childish, and the market leader had grown comfortable. We’d build Wett around water, plants and frosted glass: fresh, adult and good for you. Aesop did it for hand soap. We’d do it for lube.

A frosted skincare bottle, softly out of focus.
A pale tube of skincare with an ingredient list beside it.
A clear glass bottle with a small label on white.
A frosted flask bottle with a white stopper.
Two frosted red glass vessels stacked on each other.
A black-and-white logo study made of pebble shapes.
A slim frosted sake bottle on a grey background.
A frosted water bottle filled with strawberry slices.
A frosted water bottle filled with lime slices.
A white embossed bottle on black.
White embossed packaging with a wave texture.
A clear bottle covered in water droplets.
A white pump bottle under a magnifying glass.
A hand holding a frosted bottle of green drink.

Brand Identity

The name and logo

Wett is provocative on its own without spelling anything out. The logo started as a hand sketch finished in Illustrator: its curves echo the moments it’s made for, and the lettering takes the shape of plant leaves to signal a natural formula. Mature, but leaning towards fun, because using it should be.

The hand-drawn Wett logo design on grid paper, annotated with notes on the leaf shape, the water droplet and the coupled letters.

Product Design

The bottle and scents

The bottle borrows from fragrance and skincare. In production it would be plastic finished to look like frosted glass: high perceived value, and realistic to ship. We’d keep the range to cucumber, lemon and forest berries so nothing feels overwhelming.

  • The frosted Wett bottle filled with cucumber slices, splashing into water on a pale green background.

    Scent 01

    Cucumber

    Cool, clean and green. The freshest of the three, built around the cucumber slices you see through the frosted bottle.

  • The frosted Wett bottle filled with lemon slices, splashing into water on a pale yellow background.

    Scent 02

    Lemon

    Bright and zesty. A citrus scent that keeps the range feeling light, fresh and natural.

  • The frosted Wett bottle filled with raspberries, blueberries and blackberries, splashing into water on a pale pink background.

    Scent 03

    Forest berries

    Deep and a little sweeter. The richest of the three, for when you want something warmer.

Packaging

Packaging and the reveal

White on white, with a wave texture that hints at water and an unboxing inspired by Apple. A refill pouch would keep subscribers topped up.

The white Wett box, bottle, refill pouch and towel arranged on a white rock.

Packaging retention: a card printed in hydrophobic ink would hide a discount code that only appears once it gets wet. A small reveal people would film, share and come back for.

An open Wett box with the discount card on top of a folded towel.
A hand dipping the Wett card into a glass of water.
The wet Wett card on a towel, its discount code now showing.

Chapter 02 · Turning ideas into reality

How we’d bring it into reality

The launch would start in the real world: free guerrilla marketing, a launch event people talk about and brand activations. Paid social would then scale it online once we know which message wins, with collaborations to follow once the brand is established.

Guerrilla marketing

Hydrophobic spray would turn streets and cars into ads. Sprayed surfaces stay dry in the rain, so the Wett logo would appear as everything around it gets wet.

A red Ferrari parked on a rainy London street, the Wett logo showing dry on its bonnet.
Close-up of a rain-covered car windscreen, the Wett logo left dry in the spray.
A wet London street with the Wett logo showing dry on the pavement.

Launch Event

A pool party without the water

We’d invite influencers and friends of the brand to a pool party with an empty pool and ‘Everything is better wet’ across the bottom. Twenty minutes in, Wett-branded tankers would roll up and fill it.

Guests in swimwear standing around an empty pool painted with the Wett logo and ‘Everything is better wet’.
Water pouring from Wett-branded chutes into the pool as the crowd cheers.
The filled pool at night, a guest lying on a Wett ring float.

Brand Activations

Where Wett would show up

Four places Wett would show up in person, each one somewhere people are already getting wet. Concept ideas, not confirmed partnerships.

London Marathon

Branded water stations halfway round the course. Runners would grab a Wett cup to drink or pour over themselves, with a photographer capturing it for top-of-funnel ads.

A runner pouring water from a Wett cup over her head mid-race.
A marathon runner splashing water from a Wett cup over himself at night.

Coachella

A Wett dunk tank and cool-down mist station for festival-goers trying to beat the heat, recut into organic and paid social content.

A festival-goer at a Wett dunk tank beside a Wett banner.
Festival-goers walking through a Wett cool-down mist arch.

Skims drop

A limited Wett x Skims drop of wet-look pieces, launched to swap audiences between both brands.

Wet-look jeans with the Wett logo on the back pocket.
A model lying on a white Wett ring in black trousers.
A model in a wet-look Wett t-shirt and wide black jeans.
A model in a white Wett cap.

Mama Shelter

A hotel takeover in London: Wett for sale in the rooms, Wett ‘Do not disturb’ signs on the doors and ‘Caution: slippery when wett’ signs in the corridors.

A hand hanging a Wett ‘Do not disturb’ sign on a hotel door.
A yellow Wett ‘Caution: slippery when wett’ sign in a hotel corridor.

Paid Media

Four angles to test

Paid social would test four angles: natural and health, get wet, minimal, and a competitor call-out. The winning angle would get its own funnel and more creative behind it.

Ad: a waiter’s gloved hand holding the Wett bottle on a tray, ‘best served Wett’.
Ad: the Wett bottle and box, ‘Get Wett now’.
Ad: the berries bottle pouring, ‘Wet is good, but Wett is better’.
Ad: the cucumber bottle beside a list of Wett’s natural ingredients.

Chapter 03 · Web Development

The store we’d build

The site would carry the same clean look as the bottle and box: simple, easy to navigate, and a rainforest hero that ties back to the slogan, Everything is better wet.

The Wett store design on a laptop: the Summer / Spring 26 range of cucumber, lemon and forest berries bottles.

The Result

Lube has the shelf space. It needs a reason to be seen. RedPxl would build it.

A name, an identity, a bottle, packaging, a launch campaign and a storefront, all carried by one idea: Wett is something you’d be happy to leave out. Wett is a RedPxl concept, not a client project.

Contact us

Tell us what you’re growing

Email
zain@redpxl.uk
Phone
+44 7525 832432
Office
Canary Wharf, London
Hours
Mon to Sun, 09:00 to 18:00

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