This design strategy uses brand identity to revitalize the image of condoms and redefine traditional condom distribution channels. While safety still remains a core value, the company wanted to build a fun, modern, hip condom brand that would eliminate some of the social and personal obstacles to purchasing condoms. Designers chose hip music (chill-out, R&B and electronic) and trendy graphics and packaging that would be sold in premium lifestyle stores, music stores and other higher-value sales channels rather than drug stores and convenience stores. The condoms are sold in a package that resembles a music CD, which bundles various flavored condoms and music styles to suit different moods.

Contact:Victor Tsang, I/IDSA
Ondo Creation Limited

Credit:Ondo Creation Limited (Hong Kong)