Our client's brief was to create a new brand identity and range of packaged condoms to primarily compete against Ansell Checkmate, Ansell Lifestyles and Saturn. We identified a clear positioning strategy that translated well to packaging – make safe sexy.

The premium flavoured and ultra thin ranges were treated with a minimalistic feel yet finished with sophisticated metallic inks, foiling and embossing. The print production techniques positioned these particular Sax products like a premium aftershave or perfume. This clean and sophisticated design approach translated well to the basic range of lubricated condoms.

The plain white and blue packs projected a more clinical, reliable and trusted offering. This range sat comfortably in pharmacies yet maintained close visual links to the premium range.

Sax launched successfully in major supermarkets and pharmacies and was presented a Silver Award for 'Packaging the Brand' at the Australian Packaging Awards.

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