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CONTEXT
Condoms are vital for enhancing sexual health, and 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.
AMBITION
To normalise correct and consistent use of condoms by creating a culturally acceptable image of
condoms as an integral part of healthy lifestyle behaviour.
PROBLEM DISCOVERY
Only about 6% of women and 7% of 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 RESERACH
A quantitative survey conducted among young adults (18-25) to investigate about their attitude, behaviors and beliefs related to
condom use and validate the information collected during initial reserach.
The survey reported a high incidence of risky sexual behaviour 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
USER PERSONA
How might we design packaging that meets users’ functional needs while also improving their overall experience by addressing accessibility, usability, and emotional barriers?
MARKET SCENARIO
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.
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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,” both as a playful reference to opening lips and a metaphor for opening up conversations surrounding sexual health.
VISUAL LANGUAGE
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 purchasing discomfort through an illustration, validating users’ emotions and fostering open dialogue about these challenges.
LEARNING
While addressing complex issues such as behavioral change, I recognized that design cannot completely resolve the problem; rather, it can initiate important conversations and raise awareness. These challenges are multifaceted and necessitate a deep empathetic understanding of the end user and their environment to inform effective design solutions.
UNZIP
FROM TABOO TO TALK
Branding / Visual Identity / Packaging /Strategy Design / Research
TIMELINE
6 weeks, 2021-22
NATURE
Academic Project guided by Tridha
Gajjar and Jagadish Kumar
SOLUTION
Brand Identity
Interactive Packaging