Durex is the world’s biggest condom brand and leading the charge in changing the conversation about sex. Self-assured, expressive and fluid—Durex’s new identity celebrates sex in all its forms. It’s self expression. It’s a connection—between yourself and other people. Sex can be more than the outdated and harmful stereotypes seen in the wellness industry.

Following the packaging rebrand, a more robust identity system was built to ensure a holistic expression of the brand. Lifestyle imagery was created and curated to follow the four brand principles: curious, confident, open and true. This allows the brand to uphold its values and truly cultivate a realistic and diverse representation of our world and the role of sex in it.

A library of static and animated textures as well as unique color palettes were curated to stay closely in-line with each unique product offering. More than just the condom boxes themselves, it was important to brand the experience of a positive, inclusive, and safe sexual lifestyle.

Ultimately, the brand’s identity is all about giving consumers the confidence to explore, experiment, and enjoy on their own terms.