Revealing a more open-minded dating app

Nearly 1 in 3 women and 1 in 2 men use dating apps to find casual hookups but the market overwhelmingly caters for singles looking for love. Given BARE’s risqué reveal feature, which allows users to open-up and share as much of their photo as they wish, we re-positioned BARE as the ‘open-minded’ dating app, creating a suite of brand assets relying heavily upon the power of innuendo.

We worked with BARE to update the logo, removing existing elements associated with danger and introduced a sense of playfulness to compliment BARE's cheeky positioning. We also introduced a new typeface, with letter irregularities to acknowledge the imperfect nature of relationships.

To appeal to women, we developed four sophisticated, scenario-based illustrations which relied heavily on innuendo to attract the attention of women looking for fun, rather than the one. We switched colour palette, away from a dominant black to an inviting blue, typically associated with trust.

When developing BARE's website, we introduced community pages to align with the regional rollout of BARE, removing the need for local microsites or multiple pages on their website. Geo-specific terms such as 'dating in London' are not optimised for SEO so introducing these community pages also enabled BARE to quickly establish themselves high in search rankings, key to the success of a new product in a crowded marketplace.