The sex toy category in China has historically been stuck in a sleazy niche with sleazy products, in sleazy packaging, sold in sleazy stores. We set out to change the category by creating a more sophisticated brand that drives mainstream appeal and truly connects with consumers.
Based on in-depth interviews with couples in Beijing, Shanghai and Guangzhou, we found that we had to change some fundamental misperceptions to break through. We had to create a brand that liberates adult pleasure in a flirty, confident and tasteful way.
The Key brand does just that. From the simple and classy name, to the tasteful visual language of the brand identity and packaging. From the fun yet sophisticated shapes, colors and textures of the devices, to the distribution strategy of selling the brand through pharmacies and convenience stores.