The Edit: five new projects including Goodparts by ABD

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Aiming to do away with taboo clichés in favour of encouraging an open, healthy sex life, Goodparts is US-made aloe-based lubricant brand that’s bridging the gap between sex and personal care. Taking on the challenge of devising its visual identity and packaging, New York-based creative collective ABD (Associates By Design) focused on making sexual products appealing to men of all kinds without feeling corny, clinical or feminine. The resulting design takes cues from contemporary skincare, sports and streetwear brands, combining clean canvases with witty copywriting and a straightforward graphic approach. The contrasting colour palette seeks to complement the multitude of dynamics that exist between different sexual partners, with some preferring a moodier, quiet atmosphere while others opt for fast-paced vibrant passion. Established in 2013, Kick Game is a London-based luxury sneaker and apparel retailer with goals to be the number one destination in the world for rare and sold out items. Their visual identity from Lisbon-based agency How & How aims to appeal to the 20 to 30 year old aspiring sneakerheads that will soon make up 60% of the global luxury market; combining stripped-back purity with quirky typography and iconography in order to do so. Based on the French term ‘avant-garde’, which translates to mean ‘vanguard’ – people and ideas that are ahead of their time – How & How developed a core concept of ‘the art of kicks’. As a result, visuals emphasise the sneakers themselves, glorifying their colours, textures and detailing through sharp, oversized photography and sweeping motion.