Once again, Code Barcelona’s web design studio highlights a corporate identity project that joins our exclusive selection of featured projects.
This week’s spotlight is on the branding created for Saib, a feminine intimate cosmetics brand. Don’t miss our in-depth analysis.
Saib: Branding Creation, Featured Project
by Saib & Co.
Project Background
The project was born after discovering that condom use in Korea is as low as 11.5%, and that 60% of women there do not use any form of contraception. With such striking statistics, the idea was clear: create a condom brand to help Korean society move past some deeply rooted myths.
Condoms are often seen as a sign of mistrust by women, and Korean women are expected to adopt a passive sexual role.
The Korean condom market is traditionally targeted at men, so the real opportunity was to focus on a female audience.
The Design Project
This project involved developing a complete corporate identity, including:
- Website design
- Web development
- Card design
- Packaging design
- Mobile case design
- Outer packaging design
All these elements were created with a consistent visual language, ensuring the branding maintains the coherence essential for a project of this scale.
The color palette—pale pink and black, paired with the metallic finish of the box and condom wrappers—creates a look that is both soft and sophisticated.
Pale pink, closely associated with Korean femininity, is a highly effective choice, especially considering the cultural stereotypes that still surround gender roles in Korea.
About the Creators
Saib’s corporate identity was developed by two members of the company’s own design and creative team.
The creative executive director is Jiwon Park, and the graphic designer and creative is Jungmin Choi.
Both are Korean professionals on the company’s staff.
Award
This project won the Gold A’Design Award in the 2018-2019 Graphic and Visual Communication Design category at the A’Design Award & Competition.
Our Take
Personally, I believe the graphic design and visual identity choices for this project are spot on.
Every detail has been thoughtfully considered, making this branding project truly deserving of the award it received.