Agency: VMLY&R Commerce / Geometry (Bogotá & Hong Kong)
Role: Art Director
Deliverables: Brand Identity, Packaging Design, Product Concept, Cross-Cultural Strategy
The Challenge:
Shifting Global Behaviour: Illegal wildlife trafficking is a $19 billion industry, fueled mainly by the demand for traditional aphrodisiacs in Asian markets. The Colombian Ministry of Environment needed a solution that went beyond law enforcement. The challenge was to reduce demand by offering a sustainable, effective alternative to products sourced from endangered species.
The Solution:
A Sustainable Alternative We positioned the Colombian Chontaduro fruit—renowned for its natural aphrodisiac properties—as the superior choice. In collaboration with Geometry’s Hong Kong office, we created "She Shou Tau" (Orgasmic Peach), a new lifestyle brand tailored to the Shenzhen and Hong Kong markets.
•Cross-Cultural Design: I Art Directed the visual identity to ensure the packaging and branding resonated with Chinese cultural codes of wellness and luxury, bridging the gap between South American origin and Asian consumption.
•Product Innovation: Developed a suite of real, market-ready products (massage oils, candles, and energy drinks) that legitimized the fruit as a high-end commodity.
•Real-World Impact: The products were successfully retailed in adult shops and wellness centers, proving that creativity can drive conservation by changing consumer habits.
