Berlin-based sexual health and wellness company Wow Tech Group has hired Toronto agency The Local Collective to lead global packaging and design for its We Vibe vibrator product.
The packaging design is for a new couple’s vibrator product, the We-Vibe Chorus. “We-Vibe Chorus represents an exciting new model launch in our portfolio. We wanted the packaging design to signal that to our consumers,” said Stephanie Keating, Wow Tech’s head of marketing for the Americas. The We-Vibe Chorus is being sold in nearly 60 countries across four continents.
We asked The Local Collective creative director, Pepe Bratanov, to explain some of the packaging’s key design elements.
1. The Colour
The box colours reflect the product’s three colours: pink, blue or purple. The packaging uses a custom gradient that moves from a soft, neutral colour to a richer, more intense representation of the product’s colour.
The approach is intended to be a visual representation of sexual arousal and how the product is used by couples, starting with “gentle foreplay and moving to intense and passionate play,” says Bratanov. “Sex is a personal and intimate thing and so [people] should be choosing the preferred colour and mood.”
2. The Graphics
The use of what Bratanov describes as “abstract, curvy graphics” was inspired by the human body and the exploration that can come during sex.
The fluidity of the shapes also nods to what Bratanov describes as “the flexibility and personalization” of the product.
“The product bends to fit every body, allows you to create and find your own vibe and you can even use it while listening to the music you love in the We-Vibe app,” says Bratanov.
3. The Gold Standard
The gold foil accents reflects the Chorus as being the “gold standard” in the couples vibrator category, says Bratanov. The textured foils were specifically used to create a tactile experience, while the colour itself is associated with “illumination, love, compassion, courage, passion, magic and wisdom.” he says.
4. What’s in a box?
The box is specifically designed to take the purchaser on a journey, says Bratanov. The outside is deliberately designed to create intrigue through a combination of both tactile and visual cues. The two-fold flap opens like a door, serving as an entryway to the product while inside copy showcases the product’s features.
5. Chorus
Inspired by the product name, several musical cues are included in supporting material. The brochure, for example, links to a “Find Your Vibe” playlist on Spotify that corresponds with product features such as vibe modes, hands-free settings and being waterproof. “Music and intimacy go hand in hand,” says Bratanov.
