Everyone deserves a good sex life. To encourage Chinese women to get more pleasure for their sex life, Durex is working for normalizing sex toys in China through a series of innovations under Ice-cream theme. Package design of this series need to link with the product concept Ice-cream. It shall be lovely, young and playful. Brand-wise it’s required to keep simple and premium but also friendly. As the products will be displayed on shelf in CVS, so the package design shall arouse consumers’ curiosity and the intention to purchase. Also, the product shot has to be displayed on package obviously. Budget for package design is within 100,000rmb. The design will be adopted on cartons of 4 SKUs under the Ice-cream series of sex toys.

Durex sex toys under Ice-cream concept with adorable look and high quality will address the physical and psychological concerns from Chinese women who are entry-level users of sex toys. It shall also keep simple and premium as Durex is the world famous brand of sex well-being category. Thus, it is chosen to use the graphic style to make it young and playful but also keeps the simple feeling.

To create ice-cream graphics based on the most distinguishing character of each product and to put 3D product images on the graphics. Add vibration waves around the graphic to show it is a vibrating “Ice-cream” which is playful.

It's friendly and adorable for consumers. Make Durex more lively and fashionable to the young generation. It motivated purchase and make it distinguished among other nasty look sex toys in market from local brands.