Trojan Rebranding / Dominique Liu by Dominique Liu

FA FA 13 13

INTRODUCTION company overview

dominiquetwo liu packaging

TROJAN packaging dominiquetwo liu instructed by ania borysiewicz instructor

ÂŠ 2013 by Dominique Liu 827 N. Stoneman Ave. Apt.E, CA 91801 626 773 6345 / dominique.yc.liu@gmail.com Instructed by Ania Borysiewicz Art Center College of Design 1700 Lida Street, Pasadena, CA 91103 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical. Including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Book Designed and produced by Dominique Liu Image sources by Dominique Liu Final photography by Jason Ware Typeface used Universe LT Std Material used Color Photo Paper

dominique liu

TROJAN packaging two instructed by ania borysiewicz

01 02 INTRODUCTION

RESEARCH

About Company_ 07

Logo Anylasis_15

Product Line_ 11

Packaging Anylsis_17

TABLE OF CONTENTS

Retail Display_19

Competitors Study_21

Product Experience_25

Interviews_27

Target Audience_33

Case Study_37

03 04

BRAND

CONCLUSION

FORM

Mind Mapping_43

Form Development_67

Midterm Presentation_131

Key Attributes_45

Graphic Application_81

Pros and Cons_133

Concept Statement_49

Graphic + Form Development_85

Final Design_135

Logo Development_51

Final Approach_63

Final Logo_65

INTRODUCTION For TROJAN new packaging design, I chose four main items as my design direction, which not only present how the brand functions in the whole new market, but also brings a new life to TROJAN.

INTRODUCTION company overview

9 Trojan condoms were first manufactured in 1920 by Merle Leland Youngs of Young’s Rubber. By 1930 latex-based materials were used. They claim to be America’s #1 condom and trusted for over 90 years. TROJAN® Brand Condoms are made from premium quality latex to help reduce the risk of unwanted pregnancy and sexually transmitted diseases. They meet U.S. standards by the electronic measurement of each condom for durability and reliability. Trojan produces 30 different varieties of condoms.

In 2008, TROJAN decided to enter the vibrator market after conducting a study in partnership with the Center for sexual health promotion at Indiana University. As a result, vibrators were transported into the mainstream retail market from sex shops and Shady online retailers onto drugstore shelves. By introducing vibrators into the drug stores, TROJAN is breaking the stigma surrounding them and reshaping public opinion. They are encouraging sexual exploration and educating their customers with helpful tips on how to enhance pleasure with or without a partner and without the dangers of STDs and unwanted pregnancies.

INTRODUCTION product catagories

11 condoms

lubricant

vibrator

Stimulations Pleasures Her Pleasure Sensitivity Magnum ENZ Non-Latex Naturalanb

Tingly Warmth Arouses & Intensifies Continuous Silkiness

Pulse Intimate Massager Tri-Phoria速 Massager Vibrating Touch速 Fingertip Mini Personal Massager Vibrating Ring Duo Vibrating Ring Multi-Speed

RESEARCH In order to get a better understanding of TROJAN and itâ&#x20AC;&#x2122;s competitors, I went to several drug stores and markets to study their shelf display. I also did some case studies that associate to this project.

current logo analysis The logo of TROJAN is weak for conveying being the #1 condom selling company in the U.S. From the graphics, itâ&#x20AC;&#x2122;s hand to find out any relationship between the logo and the products. The typography is lacking personality and feature. The feeling of the logo is outdated and not interesting enough. It is also lacking visual hierarchy.

When looking at the name of the Trojan brand, it does gives users a feeling of being â&#x20AC;&#x153;protectedâ&#x20AC;?. But the protection is from an ancient armored man. It looks heavy and it is not very exciting and memorable. The idea s of the current logo do not communicate with the audience, which makes it less competitive.

RESEARCH current brand

The Trojan logo is using a san serif typeface with different line width. The slight curve adds softness to the bold typeface.

The whole logo looks very tight because of the small leading. But the logo as an whole is readable even resized.

A Trojan silhouette is used as the graphic part of the logo. It is presumably to project strength and masculinity. But the image looks serious and dark. Not very appealing to female buyers.

The corners looks very sharp. Spacing is inconsistent between letters

current packaging analysis The graphic of the packaging cannot convey that TROJAN sells the best quality of the condoms in the U.S. The shape of the package is flat and common. It is hard for the audience to tell the difference between other brands. There are more than 30 varieties of the TROJAN condom, although the color of the package categorize the varieties, there are still many different varieties under one cataglory.

The TROJAN brand also introduce lubricant and vibrator into the market. But the color scheme and design is not consistent with the current condom package. The colors and forms do not show the main concept of the package.

Trojan has 30 different types of products, aach color of the condom product represent different characteristic. There is too many tag line and information on the package with different typeface. This makes the packaging very busy.

RESEARCH current brand

Similar purple color palette as the condom line

Similar color scheme and packaging shape

for â&#x20AC;&#x153;Her Pleasureâ&#x20AC;?. Similar color palette tide those

with the Trojan vibrators, but there is still too

3 product lines together. But beside color, the

many typefaces and titles fighting for attention.

design still sets those products apart.

Target

CVS

RESEARCH shelf display

7-11

19 current shelf presence This is how TROJAN products being displayed in any drug store.

In the family planning aisle lays all the products that are related to engaging in sexual activity, including condom, lubricant, and vibrator. The Trojan brand condom is clearly taking up the most shelf space in the section. But just like any other condom brand, the packaging doesnâ&#x20AC;&#x2122;t make the brand stand out. They all blend in. Without brand loyalty or a clear preference, costumers are most likely being attracted to the red sales tag posted on the shelf.

RESEARCH competitors

21 competitor analysis Though TROJAN is now the biggest comdom industry in the country, there are still a lot of different brands around the world that are expanding their product line.

ONE速 brings a fresh perspective to sexual health through a fusion of advanced product design, manufacturing technology and social responsibility. ONE速 products are the leading choice for fashionable, socially conscious individuals who crave maximum pleasure and expect their purchases to do good in the world around them.

Trustex Condoms come in a wide Variety of Styles. Most famous for their top of the line Flavored Styles. Trustex Condoms have been a CondomDepot.com Customer Favorite for many years because of there great strength and super reliability.

LifeStyles Condoms offers a variety of condoms to suit everyone! Each condom is made from our unique stretchable latex that delivers the perfect combination of comfort, reliability, and sensitivity.

RESEARCH competitors

Keep your love life fun, exciting and fresh while staying healthy and safe with Durex condoms. The world leader in condoms with over 80 years of experience, Durex has created a robust product line that offers great features: specially designed shapes, performance-enhancing lubricants, fresh flavors and scents, ribbed textures and dotted designs that enhance sensitivity.

Okamoto condoms are made in Japan and are the most sensitive condoms in the World. Okamoto are also the makers of the Crown and Beyond Seven Condom Brands. Super reliability and dependability in a super sensitive â&#x20AC;&#x153;Au-Naturalâ&#x20AC;? feel.

The second skin of your safer pleasure. Playboy condoms take premium quality latex condoms to a whole new level so go ahead and give them a try.

I wanted to experiment with how guys react with buying condom in the store. I asked a friend of mine to buy condoms at a CVS in Alhambra around 2 A.M. and I gave him a situation that he is in a hurry with a date waiting in the car.

Second experiment is asking the same guy but with a date actually with him shopping for condoms in the store.

RESEARCH experiment

RESEARCH interviews

I interviewed some people with different genders, ages and nationalities in order to know more about TROJANâ&#x20AC;&#x2122;s current market and its competitive advantage.

Gonzalo Bd

Spanish Male 24 Student & Singer What do you think is sexy about you? My sense of humor and my passion about music. How do you describe your lifestyle? I am a very casual person, I usually don’t plan things ahead. Have you heard of the brand Trojan? What image do yo think of it? I’m not familiar with the brand but I’ve seen their commercial. To me it seems to be a goofy brand.

What is going through your mind when you purchase condom? I just want to get out of there. But when I’m with my girl friend, I will ask what she want. Have you ever purchase anything beside condoms that enhance your sex life? My girl friend once bought a massager and some lubricant.

What do you look for when you purchase condoms and lubricants? How do you make a decision on a purchase? When I’m by myself, I usually won’t stay for long. Just grab whatever looks okay and go with it. I usually get the ones with a clear label of what I’m getting.

“I hate shopping for condoms myself. But when my girlfriend is around, I will ask for her opinion.”

RESEARCH Victoria Salazar D

interview

Spanish Female 23 Model & Editor What do you think is sexy about you? My style and personality. How do you describe your lifestyle? I try to follow my daily schedule but I love spontaneous events. Have you heard of the brand Trojan? What image do yo think of it? I’ve heard of it when I was in the U.S. It’s a big brand but I don’t have a strong impression about it. What do you look for when you purchase condoms and lubricants? How do you make a decision on a purchase? I usually buy the condoms. MY boyfriend is too shy to get them. I usually go for what we use but sometimes if a brand is on sale or if there is something new, I will try them.

What is going through your mind when you purchase condom? I am usually not embarrassed about buying them but some packaging is too extreme that makes people stare. Or there are the ones that don’t say everything and it is annoying. Have you ever purchase anything beside condoms that enhance your sex life? I’ve tried some lubricants that causes tingling feelings and I’ve tried a vibrator but I bout it on line. I’ve also bought a sex game with a set of dice.

“I am usually the one that buy condoms. My boyfriend sometimes buy the wrong ones because he just grab whatever and pay for it.”

David Hayden

American Male 32 Manager & Artist What do you think is sexy about you? My charm and personality. How do you describe your lifestyle? I live a relaxed and carefree lifestyle. Also adventurous and spontaneous. Have you heard of the brand Trojan? What image do yo think of it? Yeah I’ve alway used this Brand. I can’t say I’m brand loyal but this is what I’m familiar with. So I don’t have to think when I buy condoms. What do you look for when you purchase condoms and lubricants? How do you make a decision on a purchase? I like simple packaging. Since I’ve always use Trojan. I will look for the color that I’m used to.

“I love people that come prepared.”

What is going through your mind when you purchase condom? Sometimes I do want to try new things but the package is screaming out my preference and it is very annoying. Thats why I just stick to what I’m used to. Have you ever purchase anything beside condoms that enhance your sex life? Not really. Even I were to purchase lubricants, I will just buy the K.Y. brand. Simple and straight forward.

RESEARCH Jenny Chen

interview

Taiwanese Femle 29 Accountant & Bartender What do you think is sexy about you? My smile. How do you describe your lifestyle? I am very spontaneous and carefree. Have you heard of the brand Trojan? What image do yo think of it? Not really. But it sounds like a very safe brand because of it’s title.

What is going through your mind when you purchase condom? I don’t know about America but here in Taiwan people tend to judge more. I will like to secretly get them. Have you ever purchase anything beside condoms that enhance your sex life? I buy everything beside the condoms on line. I will love to try them but I don’t want people to judge when I’m in the store and figuring things out.

What do you look for when you purchase condoms and lubricants? How do you make a decision on a purchase? I don’t often buy them. I have a box at home just to be safe but guys should come prepared. I will secretly hide some fun ones among the regular ones to spice things up. I will get whenever looks attractive enough to buy.

“I’m not necessarily embarrassed about shopping condoms in the store, but I really don’t want the package to scream out my preference.”

RESEARCH target audience

Based on the research and interviews: When purchacing condoms, functionality of the condom seems to influence the audience as much as the packaging itself and the brand. As a result, the packaging should not only show off the brand but also show the functionality of that particular condom.

Male and Female(25~45) Have their own lifestyle Love to try new things Energetic. They know what they want. Loves to feel special

33 Trojan brand strength - They are well known in America - They have plentiful products the price is resonable and acceptable

Trojan brand drawback - Too many product causes confusion - The current packaging does not stand out, and it also looks cheap

Jimmyjane, Inc. designs massage candles and luxurious vibrators. It also offers natural massage lotions, vibrating massagers, gold vibrators, gifts, rabbits, rings, games, accessories, and pleasure sets. The company provides its products through luxury retailers. Jimmyjane, Inc. was founded in 2003 and is based in San Francisco, California.

Jimmyjane’s conceit is to presuppose a world in which there is no hesitation around sex toys. Placing its products on familiar cultural ground has a normalizing effect, Imboden believes, and comparing a vibrator to a lifestyle accessory someone might pack into their carry-on luggage next to an iPad shifts people’s perceptions about where these objects fit into their lives. Jimmyjane products have been sold in places like C.O. Bigelow, the New York apothecary, Sephora, W Hotels, and even Drugstore.com. Insinuating beautifully designed and thoughtfully engineered sex toys into the mainstream consumer landscape could push Americans into more comfortable territory around sex in general.

What I learn from Jimmyjane. Sex toys have transformed into sophisticated and well-designed gadgets that could enhance a couple or even just a single person’s sex life.

- simple packaging and product design asethetic - human touch

Since Trojan has recently launch their line of sex toys, the brand is also promoting healthy sex education, the Trojan brand can really learn the design asthetic and attitude from Jimmyjane.

“live sexy”

RESEARCH case study #1

RESEARCH case study #2

Fleur of England is an exclusive, internationally recognised lingerie design house stocked at top stores in London, New York, Paris and Tokyo. Since 2000 it has established innovative trends in the lingerie market and continues to set itself apart from other labels with its exquisite designs, luxury materials and attention to style and fit.

Fleur, Founder and Creative Director is absolutely dedicated to creating beautiful lingerie that also fits beautifully, so not only does it look amazing on the customer, it feels amazing too. The customer’s experience will be exquisite from the fit, to the packaging, to the fabric and the customer service.

What I learn from the brand Fleur of England. Woman loves to feel special. The specially designed shopping and fitting area is for women to feel special. The lingerie itself and the shopping experience is as if woman is giving herself a treat.

- feel special and exciting - luxury, sexy, mysterious, intimacy and quality

The merchandise is also wrapped like a gift so it’s another exciting moment to unwrap them and try them on at home. Their website also invites men to get involved with women’s intimate clothing. Giving suggesions about how to choose the right fit for her. Same as Trojan, Fleur of England is also known as their product qulity and different varieties. Their name is their reputation.

“beautiful, feminine and sensual garments that inspire romance, elegance and sophistication”

Sephora is a French brand and chain of cosmetics stores founded in Paris in 1970. Featuring more than 100 brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body, fragrance, color, and haircare. Today Sephora is one of the leading perfume and cosmetics stores in France and holds a long-standing presence in the beauty industry around the world.

With around 1,750 retail stores in 30 countries, Sephora has made “useful technology” a central part of its brand. Customers’ expectations of Sephora are of a company that offers “unbiased service from experts, an interactive shopping environment and innovation.”

What I learn from Sephora.

- interacting and exploring with professional assistance

Buying cosmetics and skin care is not a tast anymore, but a pleasure.

- on the go with quality Sephora is known for it’s interactive, exploring and personalizing shopping experience. With many varieties of product in store, customers can feel free to explore and have fun in order the find out what product suits them the best. Sephora also sell products in travel size for customers who are on the go but don’t want to sacrifice quality.

“take your pick”

RESEARCH case study #3

BRAND DEVELOPMENT Starting from mind mapping. I found out a new concept to rebrand TROJAN. I gave TROJAN six new adjectives to describe the whole new TROJAN. Following the concept, I redesign the logo for TROJAN.

seductive unveiling elegant tactile adventurous intuitive

BRAND DEVELOPMENT key attributes

unveiling

elegant

adventurous

exposed

chic

daring

refreshing

tasteful

courageous

inspirable

classic

enterprising

uncovered

exquisite

risky

confession

fashionable

audacious

bare

classic

interpid

divulge

graceful

undressed

polished

stripped

aristocratic

disclose

dignified

inviting

alluring charming

45 tactile

intuituve

seductive

touchable

innate

attractive

palpable

perspective

magnetive

physical

spontaneous

engaging

tangible

emotional

desirable

sensible

visceral

charismatic

substantial

perceptual

irresistible

fresh

tempting

insightful

enticing

clever

palpable

astute sensitive affective different

BRAND DEVELOPMENT key attributes

BRAND DEVELOPMENT concept statement

The TROJAN redesign introduces elegant and intuitive tactile sensation to the adventurous male and female. The ceremonial opening of the enticing package offers seductive visual stimulation and celebrates the joy of sex. The sensual, morphing shape of the condoms is a silent invitation to explore sexual intimacy. The tempting yet powerful colors of the Trojan new packaging also re-establishes Trojanâ&#x20AC;&#x2122;s prime position in the sex industry.

BRAND DEVELOPMENT logo development

phase one thumbnails

trojan 02

BRAND DEVELOPMENT logo development

phase one top eight digitalized solutions

TR OJ AN 03

1920

CONDOMS 04

j trojan 05

BRAND DEVELOPMENT logo development

phase one top eight digitalized solutions

BRAND DEVELOPMENT logo development

phase two refinement of 3 ideas

TROJAN 06

BRAND DEVELOPMENT logo development

phase two refinement of 3 ideas

BRAND DEVELOPMENT logo development

phase three refinement continued

INTRODUCTION company overview

C M Y K

03 04 03 14

PANTONE 7632 C

C M Y K

00 00 00 100

PANTONE Process Black U

C M Y K

09 59 86 01

PANTONE 1595 C

C M Y K

00 00 00 00

PANTONE Process White U

BRAND DEVELOPMENT logo development

phase four color study

C M Y K

00 80 95 00

PANTONE 456 U

C M Y K

00 00 00 100

PANTONE Process Black U

C M Y K

60 90 00 00

PANTONE 918 U

C M Y K

01 12 50 06

PANTONE 7403 C

Logo Concept Statement The redesign of the TROJAN logo is inspired by the movement of two human being. It is intended to represent the intimate flow during sex. The spacing in between two repeating alphabets creates a elegant, ribbon-folding, seductive feel of the brand, but with the use of the typeface Lane, whitch is a modern san serif, creates the masculane support for TROJAN.

BRAND DEVELOPMENT logo development

final logo

C M Y K

3 4 3 14

PANTONE 7632 C

C M Y K

0 80 95 0

PANTONE 456 U

67 Lane Narrow

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqursuvwxyz 1234567890

FORM DEVELOPMENT Base on my new concept and key attibutes for TROJAN, I started to explore and design different package forms. I built up different mockups and designed new graphics which have potential to go further.

FORM DEVELOPMENT phase one thumbnails

The phase one of the form development is focusing on the portablity and tactile feeling of the packaging. Exploring different ways of carrying condoms and storing them.

FORM DEVELOPMENT phase two shape exploration

77 The second phase of the form development is introducing the key word â&#x20AC;&#x153;unveilingâ&#x20AC;&#x153; to the design. Having the user touch the packaging and get the seductive fingertip sensation. The shape also suggest an elegant stripping movement of the packaging.

FORM DEVELOPMENT phase three shape exploration

81 The third phase of the form development is keeping the key attributes of tactile and unveiling, and apply them to the new extension of the Trojan product line.

FORM DEVELOPMENT phase four finalizing shape

The final stage of the form development takes the tactile sensation to another level: visual. The audienceâ&#x20AC;&#x2122;s eyes will follow the morphing shape of the condom, and the ghosting vibrator shadow hidden behind the transluscent sleeve.

GRAPHIC APPLICATION phase one lubricant

INTRODUCTION company overview

87 Using the lubricant packaging as the first design platform for the graphic application. Process include starting from sketches in 2D, then take the same concept and present in 3D.

GRAPHIC APPLICATION phase one lubricant

INTRODUCTION company overview

91 The final stage of the form development takes the tactile sensation to another level: visual. The audienceâ&#x20AC;&#x2122;s eyes will follow the morphing shape of the condom, and the ghosting vibrator shadow hidden behind the transluscent sleeve.

GRAPHIC + FORM DEVELOPMENT phase one applying graphic + exploring shape

93 The form in this packaging line contains three stages: organic form, semi-organic form and geometric form. The graphic application is inspired by soft feminine images and color. The love poem coming in and out the vibrator package represent the elegant and fluent movemen during sex.

vibrator

I may not be your knight in shinning armor, as you see, but only for you I am being the best I can be. I love you even more than you know, you never leave me, you're in my heart wherever I go.

I know at times I have not been the best, and there were times that I have failed your There were days when you were oh-so alone a couple of sad times with no-one's fault bu

Pulse Intimate Massager 6 settings-3 speeds and 3 pulse patterns High-quality, soft silicone tip Waterproof, durable and easy to clean 1 AA battery included Elegant satin pouch for discreet storage

Please kiss me and hold me so tight, encourage me that things will be all right, That I am not wrong for loving a person like you, a person who makes all of my dreams come true.

Iw Iw Iw Il

A true person I am, as I always will be, I have been very stupid lately, please forgive me. Give me one more chance, hell, maybe two, but whatever happens I don't ever want to lose you.

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7 4135

r tests. e, ut my own.

would give you anything I can, anything at all, wish I could be there to catch every tear that might fall. wish that forever wasn't just a word you say. love you, baby, please don't go away.

GRAPHIC + FORM DEVELOPMENT phase one vibrator

6 pack condoms

Pleasure Pack

TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time.

I know at times I have not been the best, and there were times that I have failed your tests. There were days when you were oh-so alone, a couple of sad times with no-one's fault but my own.

Assortment includes: Twisted™, Her Pleasure™ Sensations, Intense and FIRE & ICE™ Made from Premium Quality Latex-To help reduce the risk Each Condom is Electronically Tested-To help ensure reliability

for contraception plus STI protection latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

I would give you anything I can, anything at all, I wish I could be there to catch every tear that might fall. I wish that forever wasn't just a word you say. I love you, baby, please don't go away.

for contraception plus STI protection latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections. CAUTION: this product contains natrual rubber latex which may cause allergic reaction

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I would give you anything I can, anything at all, I wish I could be there to catch every tear that mig I wish that forever wasn't just a word you say. I love you, baby, please don't go away.

ght fall.

GRAPHIC + FORM DEVELOPMENT phase one 6 count condom pack

I know at times I have not been the best, and there were times that I have failed your tests. There were days when you were oh-so alone, a couple of sad times with no-one's fault but my own.

Pleasure Pack

TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time. Assortment includes: Twisted™, Her Pleasure™ Sensations, Intense and FIRE & ICE™ Made from Premium Quality Latex-To help reduce the risk Each Condom is Electronically Tested-To help ensure reliability

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travel pack condoms

Pleasure Pack

TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time.

TROJAN™ Pleasure Pack features an assortmen of our most stimulating condoms to provide sensual excitement for both partners every time

Assortment includes: Twisted™, Sensations, and FIRE & ICE™

Assortment includes: Twisted™, Sensations, an FIRE & ICE™

Made from Premium Quality Latex-To help reduce the risk

Each Condom is Electronically Tested-To help ensure reliability

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GRAPHIC + FORM DEVELOPMENT phase one 3 count condom pack

individual condom

latex condom

1 latex condom

GRAPHIC + FORM DEVELOPMENT phase one individual condom

A morphing sequence of the condom packaging is formed through the development. When stacking condoms on top of each other, the elegant transforming shape and the standing up action is inviting users to feel the transition.

latex condom

1 latex condom

101

The second phase of the graphic and form development is mainly focusing on the form design possibilities for the condom packaging, and continue exploring the design language for the graphic application.

GRAPHIC + FORM DEVELOPMENT phase two

103

individual condom

latex condom

1 count

J J

latex condom

1 count

GRAPHIC + FORM DEVELOPMENT phase two individual condom

Graphic application for individual condom. A final decision has been made after a lot of explorations, discuassions and a face-lift surgery.

105

travel pack condom

latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections. for contraception plus STI protection CAUTION this product contains natrual rubber latex which may cause allergic reaction Each Condom is Electronically Tested-To help ensure reliability Made from Premium Quality Latex-To help reduce the risk Assortment includes: Twisted™, Her Pleasure™ Sensations, Intense and FIRE & ICE™ TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time. TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time. Assortment includes: Twisted™, Her Pleasure™ Sensations, Intense and FIRE & ICE™ Made from Premium Quality Latex-To help reduce the risk

for contraception plus STI protection latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

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7 413 5

CAUTION this product contains natrual rubber latex which may cause allergic reaction

Each Condom is Electronically Tested-To help ensure reliability

GRAPHIC + FORM DEVELOPMENT phase two 3 count condom pack

107

9 pack

pleasure pack go have some fun

9 CONDOM S pleasure pack put me o

J TM

9 CONDOM S

pleasure pack

9 CONDOM s

condom

GRAPHIC + FORM DEVELOPMENT phase two 9 count condom pack

9 Pleasure Pack 109 TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time.

9 Pleasure Pack

for contraception plus STI protection TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time.

latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

for contraception plus STI protection

CAUTION

latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

for contraception plus STI protection

this product contains natrual rubber latex which may cause allergic reaction

latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

J TM

CAUTION

this product contains natrual rubber latex which may cause allergic reaction for contraception plus STI protection latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

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vibrator

GRAPHIC + FORM DEVELOPMENT phase two vibrator

111

113

GRAPHIC + FORM DEVELOPMENT phase two TROJAN product line

113

GRAPHIC + FORM DEVELOPMENT final phase

115 Base on my new concept and key attibutes for TROJAN, I started to explore and design different package forms. I built up different mockups and designed new graphics which have potential to go further.

Assortment includes: Twisted™, Her Pleasure™ Sensations, Intense and FIRE & ICE™ Made from Premium Quality Latex-To help reduce the risk

pleasure pack put me on

latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

CAUTION this product contains natrual rubber latex which may cause allergic reaction for contraception plus STI protection

Each Condom is Electronically Tested-To help ensure reliability

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9 CONDOMS

9 Pleasure Pack

TROJAN™ Pleasure Pack features an assortment of our most stimulating condoms to provide sensual excitement for both partners every time.

Each Condom is Electronically Tested-To help ensure reliability

for contraception plus STI protection latex condoms are intended to prevent pragnency, HIV/AIDS and other sexually transmitted infections.

latex condom count

J TM

CAUTION

Indication of Use

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Continuous silkiness is a personal lubricant for penile and/or vaginal application, intended to lubricate and moisturi e, to enhance the ease and comfort intimate sexual activity and supplement the body s natural lubrication. This product is compatible with natural rubber latex and polysoprene condoms. Not compatible with polyurethane or other condoms.

Directions

For a silky smooth feeling, simply apply to intimate areas. Close cap lid immediately after use. Reapply as desired. Do not use if uality seal under cap Is broken or missing. To avoid leaks, tightly twist cap onto bottle once uality seal is removed.

Lubricant

continue silkiness

Caution

Extremely slippery- clean spill immediately Avoid exposure to direct sunlight or storage for prolonged periods at temperature above F If irritation occurs, immediately rinse with water and discontinue use. If irritation persists, consult a physician. In case of eye contact, flush with water. This product is not a spermicide or a contraceptive.

KEEP OUT OF REACH OF CHILDREN.

3.0 FL OZ / 88.7mL s ee e m e

GRAPHIC + FORM DEVELOPMENT final phase

PULSE

INTIMATE MASSAGER enjoy me

J settings- speeds and

pulse patterns

High- uality, soft silicone tip Waterproof, durable and easy to clean AA battery included Elegant satin pouch for discreet storage

. FLO /

INDICATION FOR USE

Continuous Silkiness is a personal lubricant for penile and/or vaginal application, intended to lubricate and moisturi e, to enhance the ease and comfort of intimate sexual activity and supplement the body s natural lubrication. This product is compatible with natural rubber latex and polyisoprene condoms. Not compatible with polyurethane or other condoms.

DIRECTIONS

For a silky smooth feeling, simply apply to intimate areas. Close cap lid immediately after use. Reapply as desired. Do not use if uality seal under cap is broken or missing. To avoid leaks, tightly twist cap onto bottle once uality seal isremoved.

WARNIN S

. ML

If irritation occurs, immediately rinse with water and discontinue use. If irritation persists, consult a physician. In case of eye contact, flush with water. This product is not a spermicide or a contraceptive. Keep out of reach of children.

I KNOW AT TIMES I HAVE NOT BEEN THE BEST, AND THERE WERE TIMES THAT I HAVE FAILED YOUR TEST, THERE WERE DAYS WHEN YOU WERE OH-SO ALONE, A COUPLE OF SAD TIMES WITH NO-ONEâ&#x20AC;&#x2122;S FAULT BUT MY OWN.

individual condom

latex condom

1 count

latex condom

1 count

latex

GRAPHIC + FORM DEVELOPMENT final phase individual condom

119 9 condoms with continuesly transforming shape creates a unique visual flow.

1 condom 1 count

lubricant

GRAPHIC + FORM DEVELOPMENT final phase lubricant

121 The TROJAN lubricant packaging represents the â&#x20AC;&#x153;organic formâ&#x20AC;&#x153; category in my design criteria. The lubricant is designed to be operate smoothly in one hand. When needed, hold the bottle in one hand, thumb on the large bottom, slide the bottom down to open the slot on the top of the bottle, and squeeze for the lubricant to flow out.

travel pack condom

GRAPHIC + FORM DEVELOPMENT final phase travel pack condoms

123 The travel size condom package contains three shape-morphing condoms, packed nicely in the semi see through packaging for convenient, on-the-go needs. The opening action of the translucent cover also suggests the way to peel off condoms inside the packaging.

pleasure pack condom

GRAPHIC + FORM DEVELOPMENT final phase pleasure pack condoms

125 The TROJAN pleasure pack packaging represents the “grometric shape“ category in my design criteria. The pleasure pack contains nine of the Trojan’s best selling condoms. The subtle curve cut out on the side of the packaging shows-off the standing up condoms.

vibrator

GRAPHIC + FORM DEVELOPMENT final phase vibrator

127 The TROJAN vibrator packaging represents the â&#x20AC;&#x153;semi organic formâ&#x20AC;&#x153; category in my design criteria. The soft curve cut out hiding behind the translucent cover not only adds the mysterious/ and seductive element in the packaging, but also serves the purpose of holding the vibrator in place.

GRAPHIC + FORM DEVELOPMENT final phase work in progress

129

UNVEILING ADVENTUROUS ELEGANT INTUITIVE SEDUCTIVE TACTILE

The Trojan redesign brings intuitive and inviting elements into the product that celebrates the existance of sex. The new packaging introduces a unticing yet elegant open ceremony for the adventurous male and female. A seductive tactile sensation of the Trojan redesign not only re-establish itâ&#x20AC;&#x2122;s prime position in the sex industry but also takes the intimate moment to a higher level.

Dominique Liu Packaging Two

UNVEILING ADVENTUROUS ELEGANT INTUITIVE SEDUCTIVE TACTILE

The Trojan redesign brings intuitive and inviting elements into the product Fall 2013 that celebrates the existance of sex. The new packaging introduces a unticing yet elegant open ceremony for the adventurous male and female. A seductive tactile sensation of the Trojan redesign not only re-establish itâ&#x20AC;&#x2122;s prime position in the sex industry but also takes the intimate moment to a higher level.

Dominique Liu Packaging Two

PRESENTATION The final solution of the new packaging design is based on an identity system with a bold yet elegant tonality that invites the adventurous male and female to explore the loving and intimate moment of sex.

PRESENTATION midterm presentation

135

positive aspects

advices and changes

Craftsmanship was great.

need to have a clearer explanation on how the lubricant bottle work, and the design concept behind the morphing condoms.

Great loud voice while presenting. All of the design, from the packaging (form and graphic) to the poster, all fits the six key attributes.

move arounf the text on the vibrator packaging, and figure out a better logo placement.

INTRODUCTION company overview

137

PRESENTATION final design

PRESENTATION documentation

Behind the magic

PRESENTATION final presentation

143

thank you