#69 K-Y

Country: United States

Industry: personal care

About: K-Y Jelly is a water-based, water-soluble personal lubricant first introduced in 1904 in New York city with the original purpose as surgical lubricant, chosen by doctors because of its natural base, and now more widely used as a sexual lubricant.

Words: sensual; bold; feminine

Strategy: for this brand I decided to keep the central diamond shape - key to recognize the brand’s purpose in women’s sexual health - and focused on refreshing the typeface with more sinuous and feminine curves. The final effect is both sensual and bold - aligned with the brand’s values - and encapsulated in an elegant triangular shape, evoking one more time the female beauty and form.