In China’s condom market, “001” (condoms with a thinness of 0.01mm) is a premium-grade category of condoms at the forefront of ultra-thin technology. Since launching in Japan in 2016, 001 became the new standard for brands offering the thinnest of the thin. Durex 001 is the brand's thinnest condom in the Chinese market.

Durex finally launched a 001 line—premium-grade condoms, allowing unparalleled closeness to your partner. However, this product benefit is not without consumer anxieties—‘breakability’ is a top concern among target audiences.

To attract a young adult TA, the Durex 001 packaging needed to visually embrace two seemingly disparate brand attributes—safety and ultra-thin. How can the Durex 001’s packaging design strengthen a visual connection to Durex’s safe brand image and concurrently distinguish a premium visual identity against competitors in the crowded 001 condom category?

By encapsulating the 1, the logo abstractly appears as 000, implying maximum closeness. Much like the condom itself, the 001 logo has a ‘barely-there’ quality. In maintaining graphical consistency with the outline of the iconic Durex brand logo, this repeated typographic motif conveys dependability, a key product attribute. Additionally, the black and gold colorway signals Durex 001’s high-end status on the spectrum of Durex product lines.

The design hides "001" in plain sight. By encapsulating the 1, the logo abstractly appears as 000, implying maximum closeness. In maintaining graphical consistency with the outline of the iconic Durex brand logo, this repeated typographic motif conveys dependability, a key product attribute. Additionally, the black and gold colorway signals Durex 001’s high-end status on the spectrum of Durex product lines.

Materials: 250-300g cardstock, anti-scratch matt film lamination, plastic

Production Run: 500,000 units

Durex 001 disrupted the 001 condom market. By December 2020, just two months post-launch, Durex 001 claimed 28% market share. Product awareness increased by 80% and Durex’s brand influence increased by 15%.