Jimmyjane is a sexual luxury lifestyle brand creating the highest quality products available in the sex-products category. The project was to carry the identity, and, more important, the brand ethos, into a packaging system that celebrates the beauty of the products and underscores the level of quality and attention to detail inherent in them. Jimmyjane only sells through premium retailers that do not carry other sexually oriented products, so a primary challenge was to create a solution that immediately puts both retailers and customers at ease, while still standing out on the shelf and communicating crucial product information. A secondary challenge was to create a flexible solution that could accommodate a rapidly growing collection without exorbitant development and production costs.

The vision for Jimmyjane is not just to radically re-envision the vibrator and other sexually related products, but also to completely alter the context in which they are created, purchased, and enjoyed. The solution is a comprehensive packaging system consisting of boxes and inserts designed to modular dimensions, a flexible labeling piece, and a linen slip for each product. The linen slips and their roughly torn edges soften the reductivist impact of the boxes and transform the process of opening the merchandise into a tactile experience of undressing. The fuchsia labels add spark and pull the eye to the information offered. The understated embossed logo is a whispered invitation to engage with the products in all their precision and intricacy.

Sales of Jimmyjane’s products are projected to exceed $1 million in their first year on the market. The packaging has played a tremendous role in conveying the message behind the brand through the point of sale and into the mind of the customer: If anything should be beautiful and immaculately crafted, it is that which engages our sexuality.