A new visual identity is designed for popular condom brand Durex by London-based creative agency Havas London and design agency Design Bridge.
The new aesthetic venture for Durex was motivated by the condom brand's 2017 Global Sex Survey, which revealed that “underlying sexual anxiousness” was the result of "unrealistic representations of sex." Through the brand refresh, Durex hopes to have a more inclusive presence and be able to stronger communicate authenticity and transparency to its consumer base.
Various brand aesthetics, including the logo, were addressed during the revamp. One of the more playful elements is the brand new custom typeface that was created by Colophon Foundry. It is titled 'One Night Sans.'
Havas London hopes that this condom brand revamp will "lead [to] healthier conversations and attitudes towards sex."
Image Credit: Havas London