Design Bridge London


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 created a distinctive brand asset and loaded it with meaning, bringing a sensuality and confidence to the brand that was lacking before.

The surrounding brand world 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: September 2020 2020-09-01T00:00:00+0100
Date published: 1 September 2020 2020-09-01T18:01:02+0100


Project featured: on 8th September 2020