For All Dickheads

For BAUMA, we created For All Dickheads, a launch campaign and brand platform designed to challenge the conventions of intimate care and position the category as something everyone can talk about.

Built around a provocative yet playful tone, the campaign embraces a word traditionally used as an insult and reframes it as a universal term of endearment. Because intimate care isn't just for women, it's for everyone.

The strength of the concept lies in its flexibility. While For All Dickheads became the launch message, the platform was designed to grow with the brand through endless iterations: For All Pussies, For All Couples, For All Lovers, creating a communication system that can adapt to different audiences, products, and cultural moments while maintaining a distinct brand voice.

Alongside the campaign, we developed BAUMA’s visual identity and packaging design. The identity balances scientific precision with contemporary luxury. A bold typographic system, confident use of color, and refined graphic elements create a visual world that feels inclusive, premium, and unmistakably BAUMA.

Client
BAUMA

Year
2025

Team
Malin Tengström (Designer), Alice Sävman (Art Director), Signe Hillerhag (Project Planner), Alma Carlsson (Growth Marketing), Ida Serdén (Strategy), Clara Barnholdt (Digital design & strategy), Daniel Darko Otchere (PR)