Affordability, convenience and beauty: Nolimits is changing the field of pleasure

Radar Agency together with AliExpress have launched a new sexual wellness brand NOLIMITS. It looks and feels like a premium one, blends seamlessly with trendy gadgets and modern beauty products, while remaining affordable for a wide audience.

NOLIMITS is authentic. It expresses the idea of the absence of any boundaries. We developed the naming and the motto “Play Hard” — “Play like an adult”. Apart from the conceptual idea, unique design plays a significant role in the brand experience. The packaging used metaphors referring to the functions of the product. The curves of the body are repeated in the illustrations. There is also a font with an alternative style which rhymes with all visual identification.

We wanted to create the visual image that is typical for more expensive brands. Therefore, we have abandoned the usual depiction of sex in the industry. This is where the design was born. In the packaging, we wanted to reflect not the vulgarity, but the sensuality and emotions, using associations. We wanted the packaging to look pleasant and aesthetically pleasing, to be associated with delightful emotions. Now the design talks about self-care, focused on how premium-class products and devices that convey self-care could look like.

Exploring sexuality is a sensual, complex process that requires complete relaxation and trust. It’s hard to achieve. We want our clients to be proud of their purchase. Traditionally, women may have been embarrassed to own a sex toy. NOLIMITS wants their toys to be on display as a premium product that looks organically among fashionable gadgets and modern skincare cosmetics.

We have worked a lot on the design of the product: each of the 11 toys has a unique illustration, which is a play of light and shadow on the body and is made of an individual pair of colors.

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Radar Agency

Credits:
Creative director: Maxim Abushaev
Senior copywriters: Daria Lukina, Stanislav Lobanov
Art director & designer: Daniil Shumakov
Senior designers: Sergey Kolesov, Alexei Panov, Alexandr Rakitin
3D visualization: Dmitry Saveliev
Illustrator: Julia Motovilova
Motion designer: Maxim Lott
COO&Producer: Maria Lopatina
Account manager: Veronika Kurmaeva