When it comes to personal care, we tend to ignore our butts. Perhaps it’s the existing taboos surrounding the posterior, but it’s a part of our body that could use a little more attention.

Beam is a new brand focused on butt care with a range of products that address several health and hygiene needs for our backsides, including moisturizing and treatment of acne, keratosis pilaris, and hemorrhoids. The brand reached out to the talented folks at creative agency Saint Urbain for a refreshed brand identity. 

Starting with the brand name Beam, the new identity aims to speak clearly, confidently, and kindly.