© 2025
Durex
Brand Campaign
Sector:
Health & Wellness
Timeline:07/2024—09/2024
Expertise: Brand Identity, Motion, Communications
Durex rebranded in 2022 by entirely removing the iconic lozenge shape from their logo and emphasising the letter "X" as their core visual identity. Some feedback suggested that without the protective outer frame, the sharpness of the "X" and the radiating lines from its top created a sense of insecurity, implying the "X" could pierce condoms.
I rethought the letter X—from its shape, hidden meaning and representation—as a recognisable brand identity to further consolidate the brand's reputation as trustworthy by millions of users anytime and anywhere.
Challenge global warming
In this project, I revealed the relationship between sexual intimacy and 'rising' temperature through visualising the subtle transformation of people's perception on sweat, goosebumps and all the other physiological responses that conjure up how sex can feel when under the rising temperature, while leveraging Durex's expertise in sexual health and well-being, as well as their exploration of the ever-changing sexual life, to provide a fresh perspective for millennials on the global warming issue.
XOXO
I took inspiration from the positive idea of XOXO—kisses & hugs, a sign of human touch and gesture of love and affection, to design a brand campaign for Durex that included out of home posters, pairing them with some eye-catching entertainment cards, to ultimately convey the theme of embracing a better Earth and a more satisfying sex experience.