For a category that historically targeted men, Reckitt Benckiser set a new mission for personal lubricant brand K-Y in the US: to empower women to have better sex, always.
Once a serious, medical-looking product range often associated with female “problems”, our bold new design clearly communicates this strategic shift, transforming K-Y into a lifestyle brand that proudly puts women’s comfort and enjoyment first.
Placing the “ruby” at the heart of our new visual identity, we’ve loaded this distinctive key brand asset with meaning and impact. A single-minded celebration of the vulva, the ruby is now a symbol of uncompromising passion and female sexual enjoyment.
On and off pack, every element of our visual identity combines with a refreshingly playful and descriptive tone of voice, bringing sensuality and a newfound confidence to the brand (and its users) to normalize female pleasure and empower women to fulfil their desires.