Ma Joie

Ma Joie is an Italian brand that aims to bring pleasure to female couples. The two founders sought to have a bold, fun, and unapologetic attitude towards sex. Unlike its competitors, which prefer a minimalistic and subtle approach, Ma Joie adopts a unique visual identity inspired by the graphic design of the 1960s and 1970s erotic magazines. The brand's identity captures the liberation and emancipation of that era through bold typography and contrasting colours. The playful yet provocative tone of voice perfectly matches the art direction and visuals. This project was made in collaboration with designer and illustrator Laura Placenti