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Reinvigorating Durex packaging
We are pleased to announce details of our new packaging design for Reckitt Benckiser's (RB) Durex Play mini devices range consisting of; Little Devil, Touch, Ultra and the newly launched Delight. We have also designed packaging for two newly launched sensual body massagers from Durex Play - Dream and Discover.
The Durex Play 2D design work for the mini devices and sensual body massagers are the very latest in a line of designs for Durex, marking a long-standing relationship with the brand. Back in 2003, Durex approached us to design a range of beautiful vibrators with high design values for the Play range that had to be alluring, safe, effective, reliable and tactile, as well as meet users' desires and expectations. Through the design of Wand, Little Gem, and Charm, we helped Durex carve out a sexual wellbeing category and destination for sex-related products in-store. Since 2003, Seymourpowell has continued to work with Durex on a variety of projects.
In May 2010, we announced details of both the 2D and 3D design for new Little Devil, the playful vibrating ring with protruding ears and horn, designed for ultimate clitoral stimulation. The Little Devil was the first of the four products in the mini devices packs to hit the shelves with the newly designed packaging. The bright jewel-like packaging proved popular with customers, with its enticing on-shelf standout at point of purchase. In turn, the same premium format was applied to both Touch and Ultra, and the exciting new addition to the range, vibrating bullet Delight.
As part of the 2D design brief for the Durex Play mini devices range, we were tasked with reinvigorating the packaging in order to reflect the brand's desire for fun and playfulness. The packs were designed specifically to sit side by side on shelf as a set of four. Each pack has its own distinctive enticing colour; Touch — a two-tone electric blue on teal, Ultra — violet on indigo, Delight — rose on fuchsia, and Little Devil — red on hot pink. The graphics on all of the packs are printed on foil carton board that gives a jewel-like satin sheen, adding desirability and playfulness.
Another element of the packaging design was to assist the brand in normalising such products in store. Jenny Butler, Account Director at Seymourpowell explains: "The Durex Play range packaging design delivers enticingly naughty playfulness withoutbeing dark and intimidating — a deliberate move to ensure mainstream acceptability, reflective of the increased normalisation of these products on the high street'.
Seymourpowell has also designed the packaging for Discover and Dream - two new sensual massagers for the Durex Play range. Discover is an intelligently designed sensual body massager created to inspire you to play and sexually explore your partner's body from tip to toe. Meanwhile Dream is designed specifically to stimulate the clitoris and inspire playful discovery of hidden sensual pleasures. The chamfered carton format used for Discover and Dream packaging features a dual-aspect selling face, with a magnetic closure on the front edge to enable customers to view the product before purchase. The front of pack design focuses on the product, with accompanying graphics developed to visually capture excitement and playfulness, without being brash or crude — again reflecting the brand's desire for a more approachable in-store feel.
The mini devices range retail at between £6.99 - £9.99, in leading retailers including; Boots, Asda, Sainsbury's, Superdrug, as well as online at www.durex.com.
The sensual body massagers are available exclusively in Boots.
Refik Oner, Category Marketing Director, Health & Personal Care RB UK added:
There are more vibrators in UK homes than washing machines, and yet sex is still seen as a bit of a 'taboo' subject to talk about… In Durex, we are working hard to 'normalise' sex for couples, as we strongly believe that when people enjoy each other more, they build even stronger emotional bonds. To that end, making products more accessible in high street stores, and ensuring that their packaging is both socially acceptable and eye-catching, are hugely important. We are delighted to see that the new pack designs from Seymourpowell meet these objectives, and also excite our consumers.