july 2020 - freelance
ZaZaZu was part of a bigger global cultural movement of woman taking back control of their bodies and their sexuality: The meaning of consent, #MeToo, gender equality, diffusing objectification, the feminist sexual revolution and closing the orgasm gap.
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THE ASK:
Create a brand foundation to launch a sexual wellness revolution in Singapore.
THE PROBLEM:
How could we position ZaZaZu as holistic, not just about toys and aids?
THE TRUTH:
The nature of sexual wellness is complex, women's sexual wellness journeys are each unique, like fingerprints.
THE STRATEGY:
Pivot from sexual wellness to pleasure. Giving the brand scope to talk about all facts of sexual wellness, including the mental aspects.
THE DELIVERABLE:
A brand foundation, assets, and tools to effectively launch Za Za Zu to market with impact. A clearly defined brand purpose. A new multi-faceted visual identity and creative direction.
