What if sex could be more?

For modern consumers, it is. Sex is fluid. It’s self expression. It's a connection – between yourself and other people, mind as well as body. Free from outdated rules and limitations, it’s an act of empowerment.

Meanwhile, the wellness industry is stuck blushing on the sidelines. Browse any store shelf and it’s clear brands aren’t keeping up. Packaging plays to cheeky stereotypes, toxic hypermasculinity and “family planning” in pastel shades.

Even the world’s #1 condom brand was struggling to reflect real experience. And consumers knew it. Across major markets, Durex was falling from favour.

Pleasure with Purpose

dureX makes room for the brand to tell diverse stories of connection

As a brand that’s fought against sexual taboos since 1929, Durex is uniquely placed to once again transform the category it created – this time not just through innovation, but by championing the modern realities of sex with a purpose-led, culturally-driven brand transformation.

Durex’s new identity celebrates sex in all its forms. Self-assured, expressive and fluid. Retaining the trusted assets of the brand’s past and making it meaningful and relevant for the future.

Boldly breaking out of the lozenge that had defined the brand for the last decade, the revitalized logo frees itself from its own limitations and restrictions, celebrating today’s intersection of sex and culture. The new X creates space for the brand to tell diverse stories of connection and giving consumers the confidence to be their true sexual selves.

Self-assured, expressive and fluid – durex’s new identity celebrates sex in all its forms. Retaining the trusted assets of the brand’s past, and making it meaningful and relevant for the future.

Taking durex to the next level

Creating desire and transforming Durex into a lifestyle brand fighting shelf shame through ease of navigation • Exploring D2C models to reflect how the consumer is shopping, building on the brand’s heritage authentically • Defining new category codes that resonate with the open and curious bringing to life a consistent brand experience everywhere.

Brainstorming & immersion into the category

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Logo evolution: breaking out of its confinements, durex is free to feel and explore!

Until now the logo was locked inside itself. Today it’s breaking through its historical holding shape, heroing the ‘X’, a symbol of intersection and connection.

Phase 01: 2 design directions, 4 visual languages

Through diving deep into the brands’s truth and personality, and after a lot of discussion about who durex is today, we determined we wanted to be perceived as the ENDURING ALLY

Exploratory

Concept 01: Feel Free

The idea here is to transport you to a safe space where nothing is off the table. depiction of ethereal bodies communicate a trascendental, yet seductive approach to sex, an out-of-body experience.

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Concept 02: Free to Xplore

Reality is that sex is different for each individual, Xplore focuses on the visceral emotions and sensations that everyone can relate to. Its a close-up to the body reactions and neuro-chemical reactions our mind and body experience in that exact moment.

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Concept 03: Care Harder

Represents the true ally, a nurturing, caring and wholesome partner. advocates for each and everyone. Fights for equality, inclusivity and representation.

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Concept 04: Fearless

A bold, playful, and confident mindset is what will allow you to explore, set boundaries and reach your full potential. A life style where you can set your imagination and emotions free.

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Phase 02: Concept revisions, consolidation + further exploration.

After much back and forth with client, discussions with the brand strategy team, and personal intuition, we decided to narrow down to 3 concepts (London Calling Concept remained seen through 2 different lenses: 1. the urban one - at street level, and 2. the intersection of culture and sex.