PURPUR Lube

Creative Director: Elena Zaharova
Brand Development: Anfisa Savchenko & Elena Zaharova
Graphic Design: Polina Zagumenova
Photo: Nady Alexandrova (people), Lera Braun (still life)
Models: Lera Braun, Nastya Grabobich, Shatlyk Klychev, Maria Shargatova, Sergey Gurnov, Alexandra Lastochkina
MHUA: Alexandra Lastochkina
Location: Russia
Project Type: Produced
Client: PURPUR
Product Launch Location: Global
Packaging Contents: Lube
Packaging Substrate / Materials: Plastic
Printing Process: Оffset printing, Glossy varnish

PURPUR is a sex-positive brand created by two female friends who run a micromedia about sex. The idea behind PURPUR is to talk openly and positively about sex, because sex could be fun and joyful.

Purpur Lube is an universal water-based lubricant. Scent, stains, stickiness or shame free. Feels natural, and nothing else. Lube’s packaging design shouldn’t scream sex. Purpur Lube perfectly blends into your skincare shelves or doesn’t seem a stranger on your nightstand.

What’s Unique?
The main idea of packaging design is a body heat map made in gradient. What’s more, behind these colorful spots everyone can see a body shape. Have a look and go play with your mind, yourself or your partners.