The creative idea is called “Pulse” and it challenges category codes through a unique representation of both the product and its benefit. Sensorial, evocative and tantalising, the product shapes are suggested through mood and vibration. Neither explicitly male nor female, the pack hints at the motion and vibration of the product experience by playing with colour and light.

The final design needed to be confident, approachable and playful while at the same time being premium and discreet.

Our design lavishes soft, sensual imagery across the whole range of products that tease at the consumer’s imagination. Meanwhile, a dark, tactile pack using a silk varnish and foil blocking initiates a sensory relationship with the product inside.

A bifurcated approach placed product benefits and details on the back of pack through a series of icons, enabling the front of pack to focus exclusively on the single-minded benefit of sensorial pleasure.

This simple graphic approach, building on evocative experience, allows the new design to stand out in the competitive retail environment. It also works well on E-commerce platforms. Darren Morgan, Global Design Manager, summed it up well.

“Brand Union were tasked to redesign the Durex China regional device range to appeal to the brand’s global audience. Approaching the project as a global design partner, they set about installing key visual principles which embody the values of the brand while capturing the right consumer experience, considering cultural differences and varying sexual preferences. The creative idea was a direction which captured perfectly the brand’s purpose and reason for being: Connection. The result delivered a future-proof design system which already has the whole world excited.”