Ma Joie is an Italian brand dedicated to bringing pleasure to female couples. The two founders aimed to have a bold, fun, and unapologetic attitude to sex.

Unlike competitors, who prefer a minimalistic and subtle approach, we have adopted a unique visual identity inspired by the graphic design of the 1960s and 1970s erotic magazines. This era was characterized by liberation and emancipation,
which we have captured through bold typography and contrasting colours.

The brand's fun-loving attitude is reflected in a playful yet provocative tone of voice that perfectly matches the Art Direction and visuals.

The idea was to instantly create a dreamy imaginary world, with fragrances that evoke images and emotions of travel and different realms.

I was working on this project as freelancer with my partner Bianca.
We developed together the full brand identity from strategy, to concept, art direction and AI generated images, brand design, and final deliveries.