Design Bridge London

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In a category that predominantly targets men, our brand and packaging redesign for K-Y in the US champions female sexual empowerment and equality in the bedroom.

Placing the "ruby" at the heart of our newly crafted visual identity, we've unleased a distinctive brand asset and loaded it with meaning, bringing a sensuality and confidence to the brand that was lacking before.

The surrounding brandworld and assets combine with a our playful and conversational tone of voice to further normalize female pleasure, moving this previously medical-looking lubricant product range into an empowering lifestyle brand that women can be proud to purchase and supporting K-Y's new mission to "empower women to have better sex, always."

Date created: December 2019 2019-12-01T00:00:00+0000
Date published: 2 September 2020 2020-09-02T15:21:16+0100
Annual 2020 ShortlistK-Y: Championing female sexual empowermentBranding Project featured: on 11th March 2020

K-Y: Championing female sexual empowerment

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