Rompy

Rompy is a category challenger, spicing up the conversation and creating a platform of sexual freedom for the younger generation.

The founding team came to us to seek out a brand strategy that would not just meet consumers where they are, but transform how they thought, felt and interacted with individual wellness. As a direct-to-consumer brand built on conversation, education and inspiration, Rompy is ushering in a new era of sexual wellness that changes the conversation forever. We’ve built a brand that intersects a moment of cultural change and redefines sexual wellness for an entire generation.

Scope

Sex shouldn’t be taboo, but for many generations it was exactly that. Whilst we’ve come a long way, there’s still work to do. Rompy speaks to the sexually free Gen Z and empowers them to prioritise their sexual wellness however they see fit. We know that the sum of our sexual wellness extends far beyond the sheets, so Rompy set out to celebrate fearlessness, confidence and individuality, enabling an entire generation to be unapologetically themselves, one sexual experience at a time.

Smack Bang had the pleasure of creating an unforgettable brand that encapsulated the cheeky, playful, and no-bullshit nature of Rompy whilst asserting their generation-defining platform as the one-stop shop for your world of sexual wellness. All brand elements for this rapidly growing brand were developed by our team at Smack Bang including strategy, visual identity, brand language, website, packaging, photography, merch and campaign concepts.

Who is Rompy?

Rompy is your play date with pleasure. Rompy encourages the playful exploration, expression and experience of sex. Whether it’s between lovers, friends, strangers or solo; with toys, roleplay, foreplay or fantasy; in bed, in nature, or even in a bathroom stall; spontaneous, fast, slow or edging, with Rompy, it’s always a party that prioritises play.

As far as brand experiences go, the sexual wellness space is vastly imitative; variations of the same thing, speaking about products and issues in the same, contrived way. Rompy is here to bring forth the sexual renaissance 2.0: an era where play and pleasure are mutually inclusive.

A new generation of sexual wellness.

For most generations before us, sex talk sucked—and not in the good way. Sex was taboo, which bred confusion, stigma and sub-par sex (probably). Gen Z, however, know sex. They know good sex. Real sex. And sex beyond sex. They know how to talk about sex, empower ourselves with sex, and have sex that helps us affirm who they are. Rompy presents an opportunity to explore that which sits at the intersection of sensuality and unbound self-expression.

Why should we care?

Consumers are craving sex-positive content and the sexual wellness industry is set to reach USD 121 billion by 2030. With searches of the term up by an 123% in the past year alone, the topic is well and truly up for conversation as Gen Z continues to break down old barriers and bid farewell to sex taboo. Hand in hand with growing mental health awareness, consumers are becoming cognitive that it is a holistic approach that is going to deliver the desired results and overall well-being. We see that sexual wellness is just as crucial to our emotional and physical state as any other healthy practice.

Whilst the global economy was drastically affected by the Covid-19 lockdowns the sex toy business actually boomed. The mainstream use of sex toys by millennials and Gen Z make them a profitable target market for sexual wellness brands – this trend is reflected in the implementation of sex products within fast fashion retailers like Urban Outfitters. Open-minded and sex-positive Gen Z consumers present major purchasing power in the sexual wellness space. Rompy provides a judgement-free zone for customers to practice sexual wellness and prioritise feeling good.

The brand in the making.

Our design positions Rompy as Gen Z’s indisputable answer to sexual wellness — bold, fun, engaging and approachable. The palette is inspired by nature, but modernised with a twist, pairing the earth tones of ocean and forest with vibrant, contemporary variations. The logo features letters that seamlessly come together and embrace one another. This design element symbolises both sexual wellness and overall well-being. We’ve developed a range of illustrations that capture various aspects of wellness and sex in a playful manner. Each illustration and the style itself brings a unique perspective, inviting our audience to engage with our brand and explore the world of wellness and sexuality with a cheeky sense of curiosity and confidence.

We have developed a brand that oozes authenticity, playfulness and approachability, delivering a highly engaging, captivating brand experience for all.

A voice of its own.

The brand language and tone of voice we created for Rompy strips away the veils of ambiguity and hush-hush to embrace a clear, spirited dialogue. No inscrutable beating around the bush here—this is the antithesis of sex-talk from generations past. Our storytelling approach was frank, bold and and playful, marrying humor with sincerity to invite engagement and dispel pretense.

This direct, tongue-in-cheek brand voice brings personality, levity, and groundedness as Rompy emerges as a buzzy, category-disrupting brand with A-list attention, and a foundation for exponential growth.

Applause

“We have been working with the Smack Bang team for almost two years and we have so much gratitude for their ingenuity, creative spirit, and other-worldly ideas.

We went to Smack Bang with just an idea—a crazy one, at that. From our first call, they saw a future for our brand beyond what we could see in that moment and helped us bring it to life, every step of the way. The essence of Rompy has remained steady, but an idea is just an idea without the tangible touchpoints that accompany it, such as the product, the packaging, the copy, the website, and more. The Rompy strategy and brand perfectly captures the playful, youthful essence of the brand. The taglines and copy inject life, love, and fun into a heavily stigmatised sector of the market. The packaging and website design flips the traditional model on its head, bringing elements of innovation and candidness into the old-school, cobweb-ridden world of sexual wellness.

Smack Bang helped us to hone in on our vision and then brought it to life in the most spectacular of ways. We cannot thank, praise, or compliment Smack Bang enough.”