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Winner - Gold
Designer: Jiwon Park - CEO/Creative Director
Design Type: Brand Design
Company / Organization / School: SAIB & Co.
Launched in South Korea, a society that remains surprisingly patriarchal and conservative, the Intimate Cosmetic brand SAIB was initiated to tackle the entrenched cultural taboos around female sexuality. The brand name SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias. Despite the fact that condoms are products for both men and women, almost every condom brand on the South Korean market is produced and designed solely for male consumers. Their arousing branding and packaging design, accompanied by a masculine tonality, completely push women further away from this market. In attempts to defy the male-dominant image promoted by current sexual wellness products in the market, the brand SAIB is designed to resemble female cosmetic brands rather than typical condom brands. It uses verbal and visual expressions that resonate with women and the issues most relevant to them. As an extension of the company’s mission to destigmatize negative perceptions around women exercising sexual agency, SAIB products are designed with bright color and positive tone, so that women feel comfortable and proud to carry and use them without any shame or stigma.