FidgetGel Oil + Water Production R.C. Bremer Photography
FidgetGel
Sensory-Wellness Brand Strategy & Identity
Designing a company from scratch, focusing on a unique positioning perspective: changing perceptions of sensory products from juvenile to mature.
Background
Slime, or handheld sensory putty, is an internet sensation driven by its relaxing, ASMR qualities. However, most slime brands use colorful “kawaii” aesthetics that, while unique and charming, can feel childish or overstimulating to broader audiences.
With FidgetGel, I challenged both my own design style and the conventions of the slime market, creating a minimalist brand intended to broaden the product’s appeal among adults.
Current Branding
Snoop Slimes
Snoopslimes | Satisfying Slimes for ASMR – Snoopslimes, snoopslimes.co/. Accessed 8 July 2026.
Cra-Z-Slimy
Amazon.Com: Cra-Z-Slimy Bold & Brite 8 Count, Stretchy & Colorful Premade Slime Collection, Ages 6 and up : Toys & Games, www.amazon.com/CRA-Z-Slimy-Bold-Brite-8-CT/dp/B0BN61J5RB Accessed 8 July 2026.
PeachyBbies
Peachybbies Slime Shop, peachybbies.com/. Accessed 8 July 2026.
Defining Goals
1. How can I market this to adults looking for high-quality stress-relief products?
2. How can I create an immersive brand that aligns with consumer values enough that adopting it becomes an expression of their ideal self-concept?
Target Market
- Adult Consumers Underserved by the Juvenile Branding Common Within The Slime Category
Consumer Behavior
- Value mental health/tranquility
- Value brands that are clean/natural/organic/healthy
- Willing to pay more for high-quality/luxury items
*see bottom of page for additional marketing perspective
Forming Message
Assets Needed:
- Brand Identity
- Label Design
- Website Mockup
- Social Media Visuals
Company Values
Wellness, tranquility, and quality
Customer Need
Relaxation, self-care, and sensory stimulation
Freedom from boredom, anxiety, and stress
Value Provided
A calming and satisfying sensory product that is more luxuriously branded than traditional slime, providing ease through simplicity (in both design and product options).
Tone and Personality
Grounding, Luxurious, Calm
Characteristics
Natural, Earthy, Clean
Colors
Muted Earthy Green and Wood Textures
White and Glassy Accents
Conclusion
The result is a lively brand foundation that clearly distinguishes FidgetGel from others in its industry.
