JimmyJane Form 2 & 3

PLEASURE TO THE PEOPLE: FORM 2 & FORM 3 are part of a groundbreaking series of waterproof, rechargeable vibrators designed by Yves Behar and Ethan Imboden. Most importantly, each offers its own unique power to please. To each their own.

With the Form 1, JimmyJane had drawn accolades for a more premium, elevated approach to personal pleasure devices. The sculptural simplicity of the design signaled a new era in the category of adult toys, and a new pride of ownership. For Form 2 and 3, founder Ethan Imboden challenged fuseproject to grow the product lineup with new products that extended the premium brand perception, but also brought innovative new functionality to market.

A thorough audit of the competitive landscape (both in terms of both brand and product) helped us identify the opportunity space for the business. Interviews with women and retailers helped us better understand success criteria. The resulting strategy was to focus on innovations that were simple (not gimmicky or overly complex), rooted in existing user behaviors, and either visible or easily demonstrated.

The resulting designs brought the strategy to life, with innovations that were both familiar and novel. Form 2 is a refined evolution of the well known (and loved) “rabbit” paradigm. Our form 3 device enhances users most common forms of stimulation with a strong, yet flexible membrane with a clear benefit that is easy to understand and demonstrate in-store or through imagery.

The design strategy yielded both new functional innovation and user convenience, while remaining true to the sophistication and premium perception that are hallmarks of the brand. As such, both have been broadly successful in the marketplace, driving growth and awareness for the entire category.

The FORM collaboration resulted in 2 dynamic products, each underscore Jimmyjane’s commitment to reimagining Sexual Wellbeing with an emphasis on design excellence, unparalleled quality and – of course – pleasure. FORM 2 is a compact design featuring two flexible vibrating ears that operate independently for perfect positioning. Unlike any other vibrator – including the iconic “Rabbit” featured on Sex and the City – the tip of each ear is individually powered for dynamic stimulation, delivering “Sensation in Stereo” which can offer more than twice the intensity of the products previously available. FORM 3 adds a whole new dimension to human touch. FORM 3 offers an entirely new approach to pleasure. Its slim, curved profile flexes to meet the body – press in the center and the soft silicone touchpad extends, focusing the vibration exactly where it counts. The material and patented engineering innovation of the product amplifies touch, putting sensation at your fingertips.

Recognition

  • GOOD Design Award, 2010
  • Spark Award, Spark, 2010
  • IDEA Award, Silver, Leisure and Recreation, 2010