Sir Richard's Design & Branding SIR RICHARD'S CONDOMS by TDA_Boulder

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SIR RICHARD'S CONDOMS

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Industry Contraceptives & Pregnancy Tests
Media Design & Branding
Market United States
Agency TDA_Boulder
Creative Director Thomas Dooley, Jonathan Schoenberg
Designer Austin O'connor
Released December 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: SIR RICHARD'S CONDOM COMPANY
Product/Service: CONDOMS
Agency: TDA_BOULDER
Date of First Appearance: Dec 1 2010
Entrant Company: TDA_BOULDER, Boulder, USA
Creative Director: Thomas Dooley (TDA_Boulder)
Creative Director: Jonathan Schoenberg (TDA_Boulder)
Designer: Austin O'Connor (TDA_Boulder)
Media placement: Condom Package - Whole Foods, Viceroy Hotels, Fred Segal, Paul Smith and other fine retailers - 1 December 2011

Describe the brief from the client
Outside of adult diapers, buying condoms is one of the most unpleasant purchases you can make. Aside from using the self-checkout lane, there aren't many ways to ameliorate the condom buying experience. With this in mind, we wanted to shift the transaction to favour the consumer. Instead of being a sterile, stigma-laced product, we set out to create a package you'd actually want to interact with and maybe even display on your nightstand.

Describe the challenges and key objectives
We recognised that trust is the foremost hurdle in launching a brand into the prophylactic market. To establish strength and trust, the branding needed to do a lot of the heavy lifting. Through the branding process, we found the plaid design was good at communicating a sense of strength and masculinity without alienating the female demographic.

Describe how you arrived at the final design
Since the condom market is inundated with purely pharmaceutical offerings, we aimed to create something you could naturally gravitate towards. In the end, we found ourselves using a classic tartan pattern that aligned well with the name of the brand. As a result, the simplistic packaging speaks from a place of sophistication and modernity–two things the current suppliers are devoid of entirely.

Give some indication of how successful the outcome was in the market
Sir Richard’s performance in the market continues to exceed our expectations. With distribution in conventional retail locations like Walgreens and Whole Foods, to more alternative distribution channels like Paul Smith, Fred Segal and Viceroy Hotels, Sir Richard’s packaging has exhibited widespread appeal. Its reach continues to expand as far as the UK with more international distribution in the works. Since the launch of Sir Richard’s late last year, the company has created a great deal of traction within the industry, outselling our key competitor, Trojan, 10-to-1 in some retail locations.