Services
- Brand Repositioning & Strategy
- Retail Packaging Design
- Retail Sell-In Collateral
- Consumer E-commerce & SEO
- Multi-Channel Content Execution
- SKU Expansion
Swiss Navy
Overview
Swiss Navy began as a niche line of personal lubricants sold in specialty retailers. To scale, they needed more than refreshed packaging, they needed a brand story that resonated with mainstream consumers. James Ross repositioned Swiss Navy for national retail, landing shelf space in CVS, Walgreens, GNC, and beyond. With a clear message, refined identity, and growth-focused strategy, we helped transform Swiss Navy from a specialty product into a household name.
The Challenge
Swiss Navy’s roots in the adult market limited its appeal on mainstream shelves, so the brand needed to shift perceptions from niche to wellness-focused. This meant developing messaging that balanced intimacy with confidence and health, while also creating packaging and marketing assets designed to feel at home in national retail chains.
The Solution
We rebranded Swiss Navy around a universal message of connection and confidence, making the products approachable, relatable, and retail-ready.
Brand Strategy and Messaging
- Developed the platform “Love Your Love Life” to frame intimacy as wellness
- Positioned Swiss Navy as a health-forward lifestyle brand
- Crafted tone and copy tailored for mainstream audiences
Packaging Design
- Redesigned labels with a clean, modern aesthetic
- Created line extensions and SKU variations optimized for CVS, Walgreens, GNC, and Vitamin Shoppe displays
- Expanded packaging to support new supplements and “His/Her” bundles
Web and Digital
- Built a consumer-focused e-commerce site rich in education and product guidance
- Implemented an SEO strategy to capture broader search demand
- Rolled out supporting content across paid and organic social channels
Sales and Retail Enablement
- Delivered compelling pitch decks and sell sheets for retail buyers
- Supported the launch of a sister brand, Dr’s Own, with distinct branding assets
- Developed in-store signage and promotional materials to drive trial and conversion
Creative Production
- Produced print ads and POS materials that married elegance with clarity
- Created product videos to showcase benefits and build consumer trust
The Results
National distribution secured in top retail chains
Successful line extensions and the debut of Dr’s Own under Swiss Navy’s umbrella
A consumer-friendly identity that widened Swiss Navy’s market appeal
4× revenue growth achieved since the rebrand
Featured Work
Ready to Take Your Brand to the Next Shelf?
We help challenger brands break into the mainstream—and own it.