Durex is a company which produces and sells condoms and lubrication. Durex currently portrays relationships in a stereotypical way in terms of sex, i.e. man and woman. Their communication does not portray the diversity of society, when it comes to sexuality and sexual identity.
We therefore decided to change Durex’s tonality and communication. They are to take a stand in political and social questions about sexuality and consent. Furthermore should their communication and design be professional and embrace the values they portray.
Design elements
The new typography is simple and clean to convey the information effectively. The colors are bright, fresh and non-gendered to strengthen the message that these products are meant for everyone. We also simplified the logo for a sleeker, more modern look, as is seen above.
The campaign
The new campaign is called “Är du säker?”, which can be translated to both “Are you safe?” and “Are you sure?”. The title was to be a reference to both safe sex and the importance of all included parts of the sexual act being sure of everything that's going on.
Durex is to, among other things, be present at festivals. Furthermore is the company to place guards at festivals and other public areas such as beaches. The campaign is also made up by an online quiz with 7 questions, in order to inform about consent in a fun and gamified way.
Packaging
The packages are divided into three categories based on the qualities and characteristics of the condoms, and then colour-coded. The new design has an informative label with a simple illustration which explains the condom's structure and look. Furthermore, the label includes different scales which grades the condom's different characteristics. The design contributes to a visible and straight forward communication of what the product is and its functionalities. In that way the customer is able to make an informed decision about which product is right for them.
Webpage
The webpage has gotten a professional and informative design, where the main focus is on what’s important for the customers; the products and the campaign. The web is now easy to navigate, and the webshop is easy to find and use.
