Intimate Cosmetic Brand, SAIB

Brand identity and package design

Although South Korea is, to some degree, still surprisingly patriarchal and conservative, the cosmetics company SAIB aims to tackle some of the country's entrenched cultural taboos concerning 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. These men-focused brands use arousing branding and packaging with a masculine tone that completely repels female consumers. SAIB products are designed to resemble cosmetic brands rather than typical sexual wellness brands so that women feel comfortable and proud to carry them without any shame or stigma.