Saib Intimate Cosmetic (Brand Identity System) by Jiwon Park
2018 - 2019, Golden A' Graphics and Visual Communication Design Award Winner
Inspiration
The condom usage rate in Korea stands at a mere 11.5%, and more than 60% of women do not use any contraception at all. This reluctance is rooted in lingering gender-based double standards. Men consider condoms a sign of distrust, and women are expected to be sexually passive. Almost every condom brand on the Korean market is designed solely for male consumers. Their arousing branding and packaging design, accompanied by a masculine tonality, completely push women further away from this market.
Creativity
Launched in South Korea, a society remaining surprisingly patriarchal and conservative, SAIB was initiated to tackle the entrenched cultural taboos around female sexuality. The brand "SAIB" is an inversion of the word "BIAS", signaling an overturning of the gender bias. To destigmatize negative perceptions around women exercising sexual agency, SAIB products are designed to resemble cosmetic brands, so that women feel comfortable and proud to carry and use them without any shame or stigma.
Design Challenges
Despite South Korea’s rigorous economic and technological advancement over the last half-century, a deep vein of traditional Confucian values still courses through society. A nation with egregious gender inequality despite its modernization, South Korea is one of the most patriarchal and conservative countries in the world. In fact, according to the World Economic Forum’s 2017 Global Gender Gap Report, South Korea ranked 118th out of 144 countries in terms of gender equality, just below Ethiopia and Tunisia and only above a few Middle Eastern countries. In comparison with Western cultures, South Korean society is much more sexually conservative. Moreover, lingering gender-based double standards make the problem much more complicated. Although Korean men and women are increasingly sexually active and discuss these matters much more openly than in the past, they remain surprisingly conservative in terms of female sexuality. The imposed attitudes on women’s expected social roles have not yet changed. Korean society still emphasizes the importance of women’s virginity, with single women expected to be sexually passive in their relationships. It is 2018, but female sexuality is still a highly taboo subject that is not openly discussed. When women talk about their sex lives publicly, they will likely be slut-shamed and possibly even become targets of misogynistic hate crime.
Production Technology
The metal tin case was used for condom package, printed package with silver foil stamp was used for the overall product package.
       
     
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