Pleasure with purpose
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 Free from outdated rules and limitations, it’s an act of empowerment.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 saccharine 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.
StudioLondon, New York
ExpertiseBrand & Creative Strategy, Brand Identity, Packaging Design, Motion Design, 3-Dimensional Design, Custom Typography
As the world’s biggest condom brand, Durex doesn’t just lead the sexual wellness category – they invented it.
From the first lubricated condoms to pioneering dual pleasure protection – they’ve always led the change.
Now it’s time for another new era. Championing real sex, real intimacy, real desires. Changing the conversation. And giving consumers confidence to explore, experiment and enjoy on their own terms.
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.
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.
A vibrant colour spectrum blends with Durex’s unmistakable blue – reflecting the range of human experience.
Colourful, modern and full of purpose. Durex is making space for diverse stories of connection, and giving consumers the confidence to be their true sexual selves. Defining new category codes – and reinforcing it across every touchpoint.
Intrigued? Inspired? Interested?
We know finding the right chemistry with an agency partner takes time. So if you like what you see – or you have any questions – why not give us a call or drop in for a chat? We’d love to get to know you better.