A strong symbol of female sexual power was placed right at the heart of the new brand identity – the ruby. Framed perfectly by the newly crafted K & Y, the ruby is a celebration of the vulva and a symbol of uncompromising passion and enjoyment. This new, unapologetic distinctive asset transforms across touchpoints to talk to the different forms of sexual pleasure that the brand wants to encourage.
Claire Parker, Executive Creative Director at Design Bridge New York, explained, "We've unleashed a distinctive brand asset that was always there, it just never had any strength or purpose. By making it intentional, we've loaded it with meaning and brought a sensuality and confidence to the brand that was lacking before. An enormous step for a brand that was previously at best asexual, at worst clinical."
The Design Bridge team came up with the simple yet powerful creative idea of "Let's talk about sex", and were inspired by the brand's curious and sensual, yet uncompromising and expert new personality. With the vulva now so clearly celebrated at the heart of the brand, the surrounding brand world and assets were developed to further normalize female pleasure and build confidence between the sheets.
On pack, bespoke typography and iconography bring this creative idea and personality to life through playful, conversational messaging about each product, which in turn helps women to find the right product for them. The color palette has also been refined to improve navigation of the range, and the deep ruby red – a colour that universally represents love and passion – is now used consistently across the brand.
See before-and-after examples of K-Y's logo and packaging at Brand New and in this video: