Over the past 13 years, Svakom has built its brand on sensuality and emotional intimacy, focusing on elegant design, wellness-oriented messaging and accessible pricing for vibrators and couples’ products — what the company often describes as “affordable luxury.” Recently, however, the company has had to adjust its traditional marketing tactics to fit one particular category steadily gaining prominence: male masturbators.
It’s been somewhat of an adjustment, admits Alex Feynerol, Svakom’s sales director for North and Latin America.
We saw an opportunity to push further and not just improve existing products, but create an entirely new ecosystem around them.
“The way that we communicate at Svakom tends to be much more ‘clean’ and focused on sexual wellness — which is definitely not what people want us to talk about when they’re just trying to get one off while watching porn,” says Feynerol.
This contrast led the Svakom team to a crossroads. The solution? Instead of trying to stretch the brand’s identity to fit both approaches, the company chose to create something new: Kaotik Labs.
“Kaotik was founded from years of innovation at Svakom, especially in interactive technology,” Feynerol explains. “As immersive content, app connectivity and remote sexual experiences became more mainstream, we saw an opportunity to push further and not just improve existing products, but create an entirely new ecosystem around them.
“To the public, we’re not actively advertising ourselves as ‘Kaotik Labs made by Svakom,’” he adds. “It’s like a sister brand — or more of a brother brand, really, with Kaotik Labs being more focused on the male audience.”
Turning Up the Volume
Feynerol describes Kaotik Labs as “louder” and more explicitly entertainment-focused than Svakom.
“Kaotik is Svakom’s rebellious, neon-lit sibling,” he offers. “Confident, bold, cinematic, a little chaotic in the best way. Where Svakom whispers, Kaotik Labs turns up the volume. The tone is playful, high-energy, gamer-friendly and tech-obsessed, designed to excite curiosity and celebrate sexual exploration as entertainment, not just self-care.”
The biggest shift, Feynerol notes, is in packaging and brand voice.
“We’re making more puns and dad jokes,” he laughs. “It’s just a bit more fun and simplified because, let’s be honest, that’s what guys like to read.”
Even the products’ names reflect this new attitude.
“The predecessor of what is now called the Shockwave was our Alex Neo — which was named after me,” Feynerol reveals. “But now we’re shifting toward a more ‘gamer nerd’ vibe. We created The Shotty because it sounds like when you flirt with someone and say, ‘Hey, shawty!’ But it also means ‘shotgun’ in video games like Call of Duty.”
Creating a separate and distinct identity for Kaotik Labs meant listening to retailers, partners, data and end users.
“Men are increasingly seeking high-tech, interactive products that feel personalized rather than generic or secondary in the category,” says Feynerol. “Many told us they didn’t just want a masturbator; they wanted an experience, a challenge, a world to enter.”
A key part of achieving that meant finding the right visual language.
“Some of the early sketches were like, ‘Let’s go “Tron” style,’ with neon colors,” Feynerol recalls. “But that doesn’t necessarily mean manly. We wanted something more masculine, but not just, ‘I’m a man who rubs a pine cone under my armpit and uses that as deodorant.’”
Instead, the brand ended up leaning into a simple and clean color palette.
“The main colors right now are white, black and cyan, which aren’t necessary ‘masculine’ colors,” Feynerol says. “They’re neutral colors but used in a certain way, they can allude to an overall look that is a bit more masculine.”
Gamer Aesthetics, Bargain Prices
As for the products themselves, the signature look of Kaotik Labs’ masturbators takes its cues from gaming consoles.
“We identified our ideal customer as someone interested in tech,” Feynerol explains. “LEDs, sharp silhouettes, color-glow accents and futuristic packaging instantly communicate ‘technology lives here.’ We want consumers to feel like they’ve unlocked a secret level.”
While the core design of most products didn’t change with the rebranding, the team had fun with upgrading the aesthetics.
“It looks more like a sports car. It looks a bit more fun,” enthuses Feynerol. “On one model, if you turn it on and position it at a specific angle, you can see that the LED reflects across the entire shell. On another, the LED is more toward the inside, so the joke is going to be: ‘Come toward the light!’”
Despite the focus on high technology, pricing remains as key to Kaotik Labs’ strategy as it is for Svakom.
“We still want the majority of people to be able to afford a great piece of sex tech at the most affordable price on the market,” Feynerol says. “Fortunately, we own the factory in China, which puts us at a great advantage because we can cut out the middleman and pass all of that directly to the consumer.”
System Upgrade
A key part of the Kaotik Labs ecosystem is the new KooSync app, which will replace the company’s previous partner app and serve as the main hub for interactive content, remote control and product updates.
“KooSync is the command center of Kaotik Labs — the bridge between hardware, video experiences and remote intimacy,” says Feynerol. “It’s designed to be intuitive, visually striking and highly customizable.”
The new platform is built to allow users to sync toys with popular videos, while also significantly expanding both the volume and diversity of available content.
“We already have four times as many videos as the previous platform,” Feynerol says. “Even if you’re the biggest fan of white straight porn, I guarantee you that no man has only ever watched that kind for his entire life. You want to sample a little bit of everything, like at a buffet — a few different flavors. Now, with KooSync, we can do that.”
Kaotik Labs is currently in a soft launch phase with select retail partners, with a broader consumer launch planned for February. The brand is also set to appear alongside Svakom at upcoming industry events as it continues to introduce new products, app features and content.
Feynerol views the line as a dedicated space for experimentation, with endless potential for the future.
“Kaotik Labs will be Svakom’s innovation hub — a space where new technology, interactive media collaborations, sensory experimentation and ecosystem growth are accelerated,” he attests. “Within the Svakom family, it adds diversity, relevance and cultural agility.”
