Product / ServiceCHONTADURO
CategoryA01. Creation of a new Brand Identity


Name Company Position
Juan Jose Posada Geometry Global UK Chief Creative Officer
Edwin Pineda Geometry Global Colombia Executive Creative Director
Julian Hernandez Geometry Global Hong Kong Executive Creative Director
Julian Guarin Barkach Geometry Global Colombia Creative Director
Carlos Arredondo Geometry Global Colombia Creative Director
Zeph Teng Geometry Global Hong Kong Associate Creative Director
Carlos Bedoya Geometry Global Hong Kong Senior Art Director
Jay Lee Geometry Global Hong Kong Copywriter
Xavier Serrano Geometry Global Colombia Chief Executive Officer
David Paysant Geometry Global Hong Kong Chief Executive Officer
Omar Romero Geometry Global Colombia Planning Director
Julian Delamain Geometry Global Hong Kong Planning Director
Garron Chiu Geometry Global Hong Kong Strategist
Camilo Afanador Geometry Global Colombia Regional Production Vice President
Maria Paula Marmolejo Geometry Global Colombia General Account Director
Daniela Abril Geometry Global Colombia Account Executive
Harshad Sreedharan Geometry Global Hong Kong Business Director
Anastasia Simone Franz Geometry Global Hong Kong Art Director
Alex DeMello Geometry Global Hong Kong Copywriter
Celia Wang Geometry Global Hong Kong Account Manager
Kathy Yu Geometry Global Hong Kong Account Manager
Pablo Verbeke Geometry Global Hong Kong Videographer
Ivan Meza Geometry Global Colombia Independent Creative
Alex Del Rio Geometry Global Colombia Independent Creative
Andres Colantoni Whisky Films Country Manager and Partner
Andres Moreno Latina Post Creative Director
Camilo Lucena Machina Studio Audio Director
David Cardenas Sonido Azulado Audio Director

The Campaign

We realized that stopping the demand might be impossible. So, we decided to redirect it, towards a natural, sustainable alternative. In other words, swap Flora For Fauna. We created a brand of aphrodisiacs made from the Colombian Chontaduro; a fruit so powerful it’s popularily compared to Viagra. Inspired by the neon lights of Hong Kong’s red light districts, we camouflaged our products (drink mixers, rubbing oils, and candles) as “forbidden elixirs” to attract Chinese consumers of exotic sex enhancers and to successfully infiltrate the main channels where illegal aphrodisiacs are often seen and consumed. To complete the disguise, we gave our brand a catchy Chinese name: She Shou Tao (or Orgasmic Peach). We created a visual design language dramatizing the sexual transformation promised upon consumption. By introducing our brand into the market, we hoped to re-direct demand and educate Chinese men in their home turf.

Creative Execution

To ensure our brand would seamlessly blend into the illegal aphrodisiacs category, we created an appropriately inappropriate visual identity inspired by the neon lights of Hong Kong’s red light districts. Furthermore, to fully leverage the environment of the dark neon-lit venues we were infiltrating, we designed packaging that would react to the ever-changing lights. The resulting artwork was composed of two monochrome layers: one depicting a middle-aged man, the other revealing a sexual and virile figure. As lighting changes color, one layer fades, allowing our target to witness the transformation of a regular man consuming Chontaduro instantly turning into a sex icon. This effect, enhanced by a predominantly white background, echoed our middle-aged target’s double life: business by day, party by night. This design language was also applied to the leaflets that accompanied each product, which we created in partnership with an illustrator known for their erotic artwork.

Indication of how successful the outcome was in the market

We created a range of sustainable aphrodisiacs to help men while protecting endangered species for years to come. CULTURAL IMPACT: We helped China boost its mojo with a legal and sustainable solution that comes right on time as the one-child policy ended in 2015. SALES: Since March 2016, we delivered over 500kg of Chontaduro-based products. These were initially available in 3 venues in Shenzhen. Soon, our distribution extended to e-commerce, now available throughout Hong Kong, Macau, Guangzhou, Guilin, Kunming, and Xiamen with plans for countrywide expansion. SOCIAL IMPACT: The Colombian Ministry of Environment and Sustainable Development is helping hundreds of small Chontaduro producers in Colombia access the world's largest aphrodisiacs market. ENVIRONMENTAL IMPACT: According to WildAid Hong Kong, every kilo of product sold gave an endangered species a fighting chance: - 1 rhino horn: 2,3k - 1 bear testicle: 500g - 1 tiger penis: 900g - 1 sea cucumber: 300g

Our products were specially formulated to infiltrate specific channels: drink mixers for bars, nightclubs and sex shops; rubbing oils and candles for saunas and massage parlors. We identified these channels as establishments where our competition (traditional illegal aphrodisiacs) typically resided. To successfully infiltrate them, every detail of our visual identity, from naming to final packaging, was crafted to blend into the illegal aphrodisiacs category look and feel. For our launch, we targeted the venues at the heart of the illegal wildlife trade: Shenzhen, in Southern China. She Shou Tao attracted the attention of animal aphrodisiacs consumers, mainly Chinese men in their 40s who believe in traditional Chinese remedies that operate under the assumption that eating animal parts will grant you their characteristics. Those who purchased our products found a leaflet inside containing information about the