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Intimate Cosmetic Brand, SAIB

CompanySAIB & Co.
Lead DesignersJiwon Park
Design TeamJungmin Choi, EunChong Kim
ClientSAIB & Co.
CreditsPhoto by: Jinwon Yang, Moses Yaechan Lee
Prize(s)Silver in Print / Packaging, Gold in Print / Corporate Identity
Entry Description

Launched in South Korea, a society that remains surprisingly patriarchal and conservative, SAIB aims to tackle the entrenched cultural taboos around female sexuality. SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias.

Almost every condom brand on the South Korean market is designed solely for male consumers, and their arousing branding and packaging, with a masculine tonality, completely push women further away. SAIB products are designed to resemble cosmetic brands so that women feel comfortable and proud to carry them without any shame or stigma.