Nov 15, 2022
The condom aisle is perhaps one of the most dated categories in the store. It’s dark, moody and cliché male. Traditional roles and standards are a thing of the past though, with younger consumers living in a culture of devices and anonymity, creating a real challenge in the category. More millennials are substituting sexting, porn, and hookups-on-demand instead of relationships. And while the category is selling closeness, consumers are struggling with real, meaningful connections.
![](https://www.littlebigbrands.com/wp-content/uploads/220919_Lifestyles_assets-08-1500x844.jpg)
To address this, the LBB team immersed ourselves in the category and determined that LifeStyles needed to take a big step forward. There was a significant watchout though: consumers don’t take risks with condoms, so whatever we recommended, paramount was embracing quality and promoting trust.
Partnering with LifeStyles, LBB embarked on a creative journey that didn’t conform to stereotypes of age, sexual orientation, body type or disability. We developed a new positioning that broke away from social and gender norms, and leaned into the brand’s true purpose: To Create a Sex Positive Society. The brand identity and design followed to bring this positioning to life.
![](https://www.littlebigbrands.com/wp-content/uploads/Screen-Shot-2022-11-11-at-10.53.11-AM.png)
We developed branding and packaging with the goal of simplifying, demystifying and guiding consumers. We wanted the packaging to reflect inclusivity and connection. The interlocking S of the identity personifies this, which is then rotated to create interlocking circles and provides an iconic system that differentiates the product offerings. All this on a white background to support cleanliness and trust but also to bring a little levity to the proposition.