RFSU (the Swedish Association for Sexuality Education) has produced a range of designer sex toys with the aim of offering a clean high-quality range of sex and pleasure products.

The brief was to create a product packaging series that would arouse desire without being pornographic and that was also discreet so the products could be sold in department stores and at the state-owned pharmacy chain Apoteket.

A sensual pleasure-filled packaging series that is not perceived as vulgar and exudes quality and playfulness. For greater discretion, the slip-on cover can be removed and the completely black box can be used for storage. The colour coding on the covers makes life easier for customers, who can ask for 'a blue one' rather than 'a dildo'. To reinforce the sense of quality designer products, the products are shown on the packaging toned down into discreet silhouettes.

The products have playful names that take the drama out of buying a sex toy but instead convey that sex is important, delightful and pleasurable.

The products have been on the market since fall 2008. The sales are twice the expected and the colour coding turned out to be very useful for shy customers. Also the staff in the stores are satisfied with the information they were given beforehand on how to sell these kind of products.