How do you build authentic, inclusive, and successful brands in a space that still faces societal taboos and barriers?

In this talk, Melanie will share how design strategy can challenge stigma and create space for new conversations around sexual wellness.

You will gain deep insights into how packaging, product design, and brand storytelling come together to shape trust, pleasure, and identity — and how leading a design team in this sector requires balancing creativity, inclusivity, and commercial goals.

Working in a fast-evolving industry like sexual wellness means navigating constant cultural shifts. It requires designers to break norms, shift perspectives, and use visual language to transform how people engage with intimacy.

This session aligns with the theme Steps Forward, demonstrating how design can be a driving force for societal change and help reframe taboos into empowering narratives.

With expertise in design strategy, creative leadership, packaging design, and brand building, Melanie Bos has helped shape some of Europe’s most recognizable brands in the sexual wellness industry.

As Head of Design at the EQOM Group, Melanie leads a team of 25+ designers, photographers, videographers, project leads, and content creators.

Her work bridges hands-on creative direction with strategic input on brand identity, product development, and packaging. With a strong focus on in-house brand development, she also supports both B2C and B2B marketing efforts.