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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 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."