Hyde, an Industrial Design thesis project ideated by Mina Ghaani in September 2010 evolved into an intricate and multi-faceted product that enveloped critical strategies of design, communication, production, and sustainability within a vulnerable demographic.
In-depth research informed Mina Ghaani’s decision in re-designing a widely used product, gum packaging, that is completely free of any cultural/sexual stigma. Consequently, Hyde gum redesigns an everyday object into an aide and resource that provides options, empowerment, knowledge, and information about the available health and support services for young women, specifically sex-trade workers. As the project evolved, Meriliese Cabebe, Communication Design, joined in January 2011 as a collaborator. Mina Ghaani continued to develop Hyde with a focus on the packaging and its aesthetic, while Meriliese Cabebe focused on developing the website aesthetic and architecture. The collaborative resulted in Hyde, a brand, a new perspective, a choice.
Hyde employs a luxury and high end aesthetic in order to lure in its demographic and is enhanced with quick self-defense tips on the middle sleeve, a website (www.hyde.com), and hotline (1-800-hyde) that directs young women, party girls, and specifically sex-trade workers towards medical and support resources in their neighbourhood. Hyde educates and empowers young women through offering choices and options.