2021
MO Sex Toy Product Innovation
产品设计，包装设计，调研 • 消费用品
Product Delivery
Product Definition
Packaging Design
Product Detail Page
Illustrations
Special Thanks:
frog team 6-7 people
Brief:
Mingliu is the 5th best-selling condom brand in China and they are seek expansion opportunities with a focus on sex toys market. frog designed two categories of sex toys like egg vibrator and vibrator, helping to redefine people's expectation on sex toys and increase the brand value on both national and oversea e-commerce channels.
Key Insight:
By learning the skills from porn like vaginal massage, we understand the key of how to bring women ultimate pleasure.
Based on our overseas insights, we found that even in mature markets,
sex toys are very homogenous, and there is not a distinctive product designed
for different needs which encourage us to design the new product.
By interviewing different female users, we understand that “slow sex”
and “caring sex sensitiveness” is the key for good sex, compared with fast
orgasm.
Core Idea:
‘自由性愉悦’ (Inclusive Sexual Happiness) is the core concept of MO JOY. The concept comes from today's women's desire for autonomy, pleasure and enhanced physical and emotional well-being.
‘自由性愉悦’ (Inclusive Sexual Happiness) means that women will no longer feel shame, external pressure, and acceptance of a product experience that looks or feels too crude. Instead, we encourage women to have the awareness and freedom to relieve anxiety and stress, to feel their own pleasure in detail, and to enhance quality partnerships.
We believe that ‘自由性愉悦’ (Inclusive Sexual Happiness) is a value-based lifestyle that will resonate with Chinese women in the future.
Brand Tone:
CONFIDENCE, BEAUTY, EMPOWERED.
JOY, INTIMATE, WELLNESS.
We want to convey an emotion that is positive, gentle, not overly ecstatic or shouting, a confident healthy joyful feeling.
We want to convey healthy feminine beauty because sexual pleasure plays an important role in our overall healthy and happy lives.
Concepts:
We provide sexual happiness solutions for women at different life stage and intimate relationship.
For women with different sexual experience, we respectively provide the overall product experience design with a set of 3 ’finger’ egg vibrators for entry level user and a ’slow sex’ vibrator for experienced user, so as to eliminate the psychological barriers of different consumers.
