When observing the state of the sex product industry, what kinds of brand personalities do we witness?

Much of the market is driven by hyper-masculine focused brands which are not catered to the needs of everyone. Fux is a sex-positive brand meant to close the gap between a conscious consumer and sexual health products.

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The naming comes from the profane term, but is decontextualized in order to bring new meaning. This is meant to destigmatize the term in a clever way, the same way the brand aims to destigmatize sex. 

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However, fux also exists to enact change. While you fux, you can give a fux too. Different packaging variations allow the purchaser to support a cause they feel intimate with.

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An online experience serves as a guide on making a change. Customers can send a fux to someone they love, or buy for themselves.

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A line of product extensions tie into the core sex-positive message of the brand in a fun and engaging way.

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Through a series of activations, the brand's personality can ignite. From ideas like vending machines that allow you to mail a condom to any address after a purchase, to one-way glass hotel rooms placed in some of the most public of spaces.