Developing a category-defying design for digitally native, millennial consumers.
Frustrated by ineffective, outdated solutions and stigma around hemorrhoid care, the founders set out to launch a daily-use, CBD-based balm that could prevent flare-ups and support skin recovery. Anything Butt was developed as a DTC & Amazon start-up, targeting active and wellness-minded consumers underserved by traditional OTC brands.
The category was dominated by legacy players with undifferentiated, overly clinical positioning and limited consumer connection. The brand needed to break category conventions, reframe the conversation around butt care, and build a platform with long-term innovation potential.
Our team created a bold brand strategy and disruptive design system built upon a foundation of authenticity, humor, and natural efficacy. Consumer testing validated the winning concept as ready for the digital shelf, establishing a foundation for brand extensions across adjacent use cases.