Hustler redesign

designed by Joy Lin

student at Art Center College of Design

“The Hustler redesign celebrates the erotic duality of masculinity and femininity. With the idea of two becoming one, Hustler shifts its focus towards couples, thus expanding its market and re-establishing itself as a leader in the sex industry. ”

Hustler has a reputation for being one of the most explicit companies in the sex industry. It is viewed by many as hardcore and freaky, which greatly narrows Hustler’s audience. While competitors like Penthouse and Pleasure Chest have shifted to clean and modern looks, Hustler still holds onto its blatantly raunchy brand. In a conducted sex survey, one anonymous interviewee states that he “wouldn’t want some cheap, skeezy product invading my or my partner’s nether regions.”

The objective was to redesign Hustler’s identity and packaging, which are currently outdated and losing market share. The sex products will be sold both in Hustler’s retail stores and on its website.

The new Hustler accentuates the dual relationship of the couple. Products are featured in a two-fold nature, playing with relation, contrast, and penetration. Moreover, the redesigned brand reaches out to a broad demographic, targeting both heterosexual and homosexual couples. Its sleek surfaces, subtle wording, and erotic forms differentiate the brand from its competitors, bringing Hustler out on top."