HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

HUSTLER REBRAND CONCEPT

Embracing duality.


BRAND
Hustler / Sex Products

ELEMENTS
Packaging, Logo

RECOGNITION
+ Featured on Behance Pkging Design Served 
+ Published in Best Practices for Graphic Designers, Pkging
+ Published in Top Graphic Design Series- Pkg II
+ A'Design Golden Award in Packaging 
+ Exhibited at MOOD Museum in Italy 2012 
+ Published in Choi's Package Vol. 4
+ Featured on the Dieline 
+ Featured on Lovely Package 
+ Featured on Packaging of the World 
+ Featured on Communication Arts Fresh 

HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

CHALLENGE

Hustler started off as a pornographic magazine aimed at men, best known for its explicit, uncensored photos. Today Hustler still holds its  risqué reputation. With ten locations in the United States, Hustler sells adult sex toys and supplies, particularly circling around hardcore themes.

During the market research process, one interviewee identified the Hustler brand as: “... semi-trashy, for adults that are trying to be freaky, not sexy.”

Hustler sees itself as a leader in the porn industry, yet that paradigm is not reflected through its logo, packaging, and materials.

HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

APPROACH

I defined the following design goals:
01. Expand the market beyond the “hardcore” clientele
02. Unify hustler’s inconsistent brand
03. Up the sexy factor without getting raunchy
04. Shift the focus to couples

Hustler’s new logo is both sexier and more approachable than before. The quotation marks hint at the suggestive connotations of 69. Their arrangement also represents the duality of a couple’s relationship. The simple and legible “Hustler” is set to nestle comfortably into the quotes from the upper right corner, establishing a unique asymmetrical balance.

HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

RESULT

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.

HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

Sexy products deserve sexy packaging. The Hustler redesign celebrates duality by playing with contrast, movement and penetration. The design utilizes sleek surfaces, subtle wording, and erotic forms to entice users and set the mood.


YOURS & MINE LUBRICANT

Hustler’s “Yours & Mine” contains a smooth lubricant gel and a rough lubricant gel. After purchase, users simply push the forms together in order to reveal the spouts and dispense the lubricants.

HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
 
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products
 
HUSTLER | logo, packaging, identity, brand design | luxury sex and personal products

PRODUCT FAMILY

The product line also includes other sexy items like the “Tease & Toy” vibrator, “Slip & Slide” condoms, “On & Off” ladies’ underwear, and “Off & On” gents’ underwear.

 

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