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UNZIP
From Taboo to Talk
TIMELINE
6 weeks, 2022
NATURE
Academic Project guided by Tridha Gajjar and Jagadish Kumar
SOLUTION
Brand Identity
Interactive Packaging
Other Collateral
AMBITION
To normalize the correct and consistent use of condoms by promoting a culturally acceptable image of condoms as an integral part of a healthy lifestyle.
CONTEXT
Condoms are vital for enhancing sexual health, effectively preventing STIs and unintended pregnancies. However, their use is often hindered by misconceptions and cultural taboos rather than a lack of knowledge. Growing up in a society where open discussions about sexual health are stigmatized, I aimed to create an experience that activates behavior change by reintroducing the hushed word “condom” as an ordinary one through an interactive packaging and communication strategy.
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PROBLEM DISCOVERY
Only about 6% women and 7% men in the reproductive age group reported using condoms as their primary method of contraception.
National Family Health Survey (2019-2021)
Understanding Barriers to Condom Use
PRIMARY RESEARCH
A quantitative survey was conducted among young adults (18-25) to investigate their attitudes, behaviors, and beliefs about condom use and validate the information collected during initial research.
The survey reported a high incidence of risky sexual behavior as well as a lack of complete knowledge about condom etiquette among sexually active college students between the age group of 18-25.
Some Insights Gathered During Interviews
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USER PERSONA
MARKET SCENARIO
How might we design packaging that meets users’ functional needs while improving their overall experience by addressing usability and emotional barriers?
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CHALLENGE 01 // WRAPPED IN HYPE
Many condom packages feature explicit imagery that can create discomfort for users.
CHALLENGE 02 // WHEN SECONDS COUNT
Some packaging can be difficult to open, especially due to the way condoms are attached inside.
CHALLENGE 03// CONCEALED KNOWLEDGE
Many condom guides lack clear instructions on sexual practices, which can reduce their effectiveness.
EXPLORING STRUCTURE
A User-Friendly and Unique Experience
After exploring different possibilities for secondary packaging the Trifold packaging was chosen owing to its compatibility, ease of opening, ability to store 2-3 condoms, economic feasibility, and unique design.
VISUAL LANGUAGE
The visual identity was developed to create a deep sense of fun and satisfaction among users and at the same time, add to the comfort of buying condoms. The double meaning of “unzip,” is both a playful reference to opening lips and a metaphor for opening up conversations surrounding sexual health.
The primary packaging featured the word “CONDOM” in bold expressive typography reinforcing the message to say the word out loud while the secondary packaging acknowledges the purchasing discomfort through an illustration, validating users’ emotions and fostering open dialogue about these challenges.
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FINAL OUTCOME
Storytelling Through Packaging
An interactive packaging that requires the user to unzip the sealed lips by tearing along the perforation in order to unwrap the condoms and reveal a message, which would reinforce the idea of normalizing the word “condom”. The uniqueness of the packaging lies in its ability to emotionally engage users through both visual design and tactile interaction of opening the package itself.
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LEARNING
Design as a catalyst for change
While addressing complex issues such as behavior change, I recognized that design cannot completely resolve the problem; rather, it can initiate important conversations and raise awareness. These multifaceted challenges necessitate an empathetic understanding of the end user and their environment to inform effective design solutions.