Sex product line for Hustler
the coming together of two individuals
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Hustler redesign celebrates the erotic duality of masculinity and femininity. Products are featured in a two-fold nature, playing with relation, contrast, movement, and penetration. With the idea of two becoming one, Hustler shifts its focus towards couples, thus expanding its market and re-establishing itself as a leader in the sex industry.
OPERATION / FLOW / INTERACTION:
Hustler’s “Yours & Mine” contains a smooth lubricant gel, enclosed in the opaque white half, and a rough lubricant gel, enclosed in the translucent half. After purchase, users simply push the forms together in order to reveal the spouts and dispense the lubricants. “Slip & Slide” condoms come stacked in two boxes which are inserted into one another, offering a seductive hide and reveal effect. The family also includes "Tease & Toy" vibrators, "On & Off" ladies' undergarments, and "Off & On" men's undergarments.
Sleek surfaces, subtle wording, and erotic forms differentiate the new Hustler brand from its competitors.
PROJECT DURATION AND LOCATION:
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
For the most part, packaging is made of polylactic acid (PLA), a corn-based plastic. Unlike other plastics, PLA is processed from renewable material, does not emit toxic fumes when incinerated, and does not leech chemicals into soil. All flexographic printing will be done with water-based inks, which leave a far lighter footprint in comparison to typical solvent-based inks.
SPECIFICATIONS / TECHNICAL PROPERTIES:
dual, erotic, magnetic, symphonic
Since sex is considered by many to be a taboo subject, the research and development stages of this project were sensitive and different from those of any other. This posed a challenge that I was excited to take on.
I set a number of design goals for myself for the Hustler challenge. These included expanding the market beyond the “hardcore” clientele, unifying Hustler’s currently inconsistent brand, focusing on the wants and needs of couples, and upping the sexy factor without getting raunchy.
In order to familiarize myself with the sex industry, I conducted a number of interviews to get into the heads of working professionals and everyday couples. For expert views, I spoke with a former prostitute/Hustler model, a Spearmint Rhino dancer, a tantra yoga instructor, and an erotic photographer. Furthermore, I sent out surveys to couples to better understand sexual views, habits, opinions, and preferences.
From my research, I gathered that the majority of people are cautious of what they put in their bodies. Their concern for current sex products/packaging is that they don’t seem sanitary or safe. Such trustworthiness is just as important as the aspect of pleasure, and many would spend extra money for a quality product that will not be harmful to their bodies. Another common concern is that individuals tend to keep their sex lives private, and would be embarrassed if a vulgar-looking product were sighted by a visitor.
Based on the information collected, I decided to shift the focus to couples, particularly to those who are open to trying something new, but feel intimidated by the “freaky” vibe of most adult products. The targeted pair agrees that the current Hustler brand is just “not them.” The couple is looking for products that feel both hygienic and sexy. Furthermore, the couple wants subtle products that wouldn’t be vulgar or obvious if seen by visitors.
TEAM MEMBERS (3) :
Joy Lin (designer), Ania Borysiewicz (instructor) and James Chou (photographer)
Joy Lin, 2011.