Overview

The It Happens campaign launched across major cities with striking outdoor visuals that couldn’t be ignored. Using bold color overlays in pink, purple, and yellow, the creative direction evoked heat and energy, breaking away from the clinical tone often seen in the category. Each image was manually retouched — before the AI era — to balance sensuality and sophistication through realistic light play, contrast, and texture refinement.

This phase focused on creating a cohesive brand system that extended across print and packaging. Magazine ads brought the same electrifying tone to lifestyle publications, while the new packaging redesign gave Sico’s product line a modern, premium look. The packaging system was restructured around color-coded identities for each sensation — Heat, Extra Pleasure, Mutual Climax, and more — giving the brand instant shelf recognition and consistency across retail environments.

To complement the It Happens campaign, we designed The Sico Collective: a curated welcome kit that combined sleek design with playful touchpoints. The packaging — a matte black box sealed with minimal branding — opened to reveal product samples, game dice, and a personalized invitation card, each element designed to encourage exploration and fun. The project extended the brand beyond product — turning Sico into a lifestyle experience centered around confidence, connection, and pleasure.