Pleasure meets fun, meets intentionality
Lucky is a condom brand with a more inclusive, fun, and responsible approach: A subscription-based model that aims to educate a young demographic about sex while being relatable and fun, making sex conversations less awkward and more frequent. By consuming this product, users would contribute to end modern slavery supporting non-profits dedicated to rescuing victims, restoring lives, and reforming society.
Competitive and Inspiration Research
During the project’s first phase, I explored the most popular condom brands and learned about the marketing practices behind each. Based on that, I began to develop the idea and determined the objectives for the brand:
- A brand inclusive of all genders: In the end, all parties are responsible for staying healthy and safe.
- Subscription model: 3 options that provide a fun component.
- Responsibility: Contribute to different causes (education, anti-trafficking).
Sketches and early brand decisions
The idea of this new brand was to normalize this product category by going against the practices of the most popular brands, which had dark packaging aimed at the male audience. I turned the product into something more personalized and fun, and inclusive of all sexual orientations.
Using pencil and paper, I started with sketches of the icons that would become the variable logo of the brand. The inspiration came from one of the most used emojis when young folks have intimate conversations: the banana.
The essence of the brand
After multiple iterations of a logo inspired by the banana emoji, I realized that still had a focus on the male sex and there was an opportunity to incorporate more graphics to represent all. That’s when I decided to explore a bit further by including the rose to represent the female sex and the peach for intersex folks or simply those who like to explore a little more.
While researching how the other brands chose their names, I decided to give them a new meaning. Durex brand was already focused on performance, Trojan in warriors, SKYN in quality. I chose Lucky from the phrase “are you getting lucky?,” informal to “having sex.” Unlike other brands, I wanted to focus this offering on intimate action.
Packaging
Customers would find boxes of 1 and 3 units at the supermarket. The goal of the packaging was to maintain the customers’ privacy, promote the mystery of the product, and reduce the number of options that the customer would have to choose from. The packaging of each condom had an educational component providing information about sexual relations and the impact of each unit’s purchase. The idea behind the small quantities was to give customers the chance to purchase without much commitment: If they liked the product, they could simply scan a code inside the box to order more without leaving the house. When ordering, they would have an option to sign up to a subscription model with discounts, games and freebies.
Subscription model
The subscription model is aimed at three profiles:
- Fun: Focused on folks who want to have fun. Every month, this tier includes a new creative game to learn more about your partner’s preferences and questions that help you guide those conversations and make intimacy more fun.
- Romantic: Focused on romantic partners. Tips to make your partner fall in love every day with prompts and questions to break the ice, and soft music playlists intentionally cured to “set the mood.”
- Surprise me: Dedicated to those folks who like to explore new things. Every month they would receive something new in their box. It’s a surprise.