Lewis Moberly is challenging what creative director Mary Lewis terms the “bizarre euphemisms and coy imagery” of condom packaging with the launch of Boots’ first own-brand condoms.
The condoms, in two ranges called Ultra Fine and Extra, go on sale this week. Boots is confident it can secure a healthy slice of the sector. A quarter of all condoms bought in the UK are purchased at Boots’ stores.
Lewis adds: “The moody photographic body crops by Tim Platt are frank in an evocative and no-nonsense way. People buy these products quickly, and bold fluorescent typography reflects the need for prompt identification.”
The packaging design continues inside the pack. Lewis says: “The foils are also fluorescent for ‘glow in the dark’ impact.”