SAIB & Co., South Korea
Brand Ambassador, Feb ~ May 2020
“Although South Korea is, to some degree, still surprisingly patriarchal and conservative, the cosmetics company SAIB aims to tackle some of the country's entrenched cultural taboos concerning female sexuality. SAIB is an inversion of the word BIAS, signaling an overturning of the gender bias. Almost every condom brand on the South Korean market is designed solely for male consumers. These men-focused brands use arousing branding and packaging with a masculine tone that completely repels female consumers. SAIB products are designed to resemble cosmetic brands rather than typical sexual wellness brands so that women feel comfortable and proud to carry them without any shame or stigma.”
— SAIB & Co.
Q was invited to become SAIB &Co.’s Brand Ambassador for five month in which she has utilised her graphic design knowledge and techniques in advertising to increase SAIB & Co.’s exposures for their products on social media platforms.
Illustration by Q
Let’s talk about safe sex.
I discovered this brand a year ago because of their cute packaging which popped up on Instagram story ad. Since Korea is a conservative country that has really limited knowledge of Gender Equality, Women’s Right, and been tried to against feminism. I was so surprised by the time I found this brand that is created to against the country’s transitional thoughts of women, also encouraging women in Korea to fight for their own rights. Now, a year later, it’s such an honour for me to have an opportunity to introduce this meaningful brand to you all: “SAIB”.
A society that remains surprisingly patriarchal and conservative, sexual wellness brand SAIB aims to tackle the entrenched cultural taboos around female sexuality. “SAIB” is an inversion of the word “BIAS”, signaling an overturning of the gender bias.
Since almost every condom brand on the South Korean market is designed solely for male consumers, and their arousing branding and packaging, with a masculine tonality, completely push women further away. SAIB products are designed to resemble cosmetic brands so that women feel comfortable and proud to carry them without any shame or stigma.
*Use my code ‘queeniewong’ at the “추천인 아이디” tab to earn some points award when you’re registering on their website! That would mean a lot to me❤️
#empoweredwomen #SAIB #세이브 #세이브앤코 #byherforher
3. Sex Education in Korea?
As we all know that Korea is a conservative country that has really limited knowledge of Sex Education, Sexuality, Gender Equality, Women’s Right, etc.
A Human Rights Watch article had shown that the UN Body urges South Korea to improve their Sexuality Education.
(Video: https://youtu.be/C_HX5842Fco / search “세이브앤코”)
A society that remains surprisingly patriarchal and conservative, sexual wellness brand SAIB aims to tackle the entrenched cultural taboos around female sexuality. “SAIB” is an inversion of the word “BIAS”, signaling an overturning of the gender bias.
Since almost every condom brand on the South Korean market is designed solely for male consumers, and their arousing branding and packaging, with a masculine tonality, completely push women further away. SAIB products are designed to resemble cosmetic brands so that women feel comfortable and proud to carry them without any shame or stigma.
To love yourself or your partner, please use a condom💕
#SAIB #BIASSAIB #empoweredwomen #세이브프리미엄콘돔 #필수템 #세이브 #세이브앤코 #byherforher
detail page design & translation
photographs are credits to SAIB & Co.; edit & designed by Q
