Durex is already the world leader in contraception but theywanted to change perceptions of the brand from being 'protection' focused to 'sexual wellbeing'. The brand needed to be more emotive and have strong presence on shelf for easy navigation.


We brought in a human element by highlighting the connection between two people through a 'magical spark'. The colour coded pillar system and naming structure adds consistency and helps consumers identify the product with ease.

condoms, sexual health, protection