Student Spotlight: Hyde Gum

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Hyde, an Industrial Design thesis project ideated by Mina Ghaani in September 2010 evolved into an intricate and multi-faceted product that envelops critical strategies of design, communication, production, and sustainability within a vulnerable demographic.

In-depth research informed Mina Ghaani's decision in re-designing a widely used product, gum packaging, that is completely free of any cultural/sexual stigma. Consequently, Hyde Gum packaging redesigns an everyday object into an aide and resource that provides options, empowerment, knowledge, and information about the available health and support services for young women, specifically sex-trade workers.

Hyde employs a luxury and high-end aesthetic that appeals to and lures in its demographic, while it is enhanced with quick self-defense tips on the middle sleeve, a website designed by Communication Designer Meriliese Cabebe (www.hyde.com), and a hotline (1-800-hyde) that directs young women, party girls, and specifically sex-trade workers towards medical and support services in their neighbourhood. Hyde educates and empowers young women through offering choices and options. The collaborative resulted in Hyde, a brand, a new perspective, a choice.

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