Клиент
BrandForma
Рабочая группа
Kaimoldanova Leila
Qoishybai Aslan
Rakysh Nursultan
Kaimlodanova Arai
Kakim Arsen
Задача
1. About the project
OT is the first brand of condoms in Kazakhstan.
In Kazakh, OT means "fire" and symbolizes passion, vitality, and energy in various cultural contexts.
2. The problem
A major issue in Kazakhstan revolves around the absence of comprehensive sex education, gender inequality, and a culture of shame. In Kazakh culture there is a phrase "Uyat", which means shame and embarrassment. Topics related to sex, sexual remedies and first sexual experiences have long been Uyat.
Discussing sex within the family, even in adulthood, is not a customary practice. For this reason, young adults face difficulties with the use of contraception and are unable to talk about a sexual life and understand each other’s needs and desires. .As a result, this leads to sexual dissatisfaction of both partners.
3. The solution
Creating a domestic condom brand, redefining sexual culture through design and communication, and breaking the "Uyat" attitude in society.
4. Consumer Insight
The key consumer insight of the OT brand consists in understanding that in Kazakhstan a man purchases condoms, but the decision to use them is most often made by a woman. This reflects the importance of mutual consent and responsibility in sexual relationships. OT offers a product that combines masculine strength and feminine tenderness, emphasizing unity, passion and partnership in the intimate sphere.
The OT brand strives to be not just a product, but also a symbol of harmonious and healthy relations between the genders, promoting the principles of equality and mutual understanding in the intimate sphere.
5. Design
The letter "O" symbolizes a woman, her tenderness, sensuality and care. The letter "T" represents a man, his strength, determination and protection. This design attracts the attention of consumers with its ambiguous play with letters, shape and meaning.
The packaging design is made in bright, colorful colors to emphasize the rebellious, fiery character of the brand.
There are 3 types of condoms in the package
Sen
• in Kazakh means "you", created for her with pimples (for special sensations)
Sez
• in Kazakh means "feel", created for him from ultrathin latex (for maximum sensitivity)
Segiz
• In Kazakh means "eight", created for the long-term pleasure of both partners
