Wesley Ashton Holmes has reimagined contraceptive brand Durex’s advertising in a more inclusive way as part of a campaign for greater equality. A new logo incorporates four gender categories: male, female, non-binary and transgender, and the brand’s slogan changes from ‘Love Sex Durex’ to ‘Every Sex Durex.’
Packaging is given a new, modern look, with colours that do not divide genders and represent everyone equally: colour associations such as black and purple for men and pink for women are replaced white, orange, green and the original blue Durex brand.
This was Holmes’ submission for the Design Bridge Student Awards competition. The brief was to pick an article from a January 2020 issue of The Guardian and respond as a well know brand. Alongside the rebrand Holmes’ has produced a series of posters and billboards using quotes from the article.
Holmes’ company Swype Creative, established during his placement year, is an award-winning design agency, with multiple partners delivering a range of services to both UK and Pan-European clients from start-ups to corporate giants. He offers a broad range of services to his clients that include branding, bespoke website design, editorial and print design, photography, videography, digital marketing and analytics.