DUREX PLAY – STRUCTURAL BRANDING & PACKAGING
The brief for this packaging project was to design a new bottle for the Durex Play lubricant range. The bottle was to be more evocative than the stock ‘pump pack’ that Durex were using for their lubricants. We applied alterations to the existing 2-in-1 Massage bottle to improve the similarity of the structural branding across the Play product range.
We created a bottle design with a sleek but fun shape. By giving the bottle a slim waist and adding a domed lid to cover the pump, it resembles other products with which it might be used! The stretched droplet shape also eludes to the content inside.
To bring the 2-in-1 Play Massage Oil bottle in line with the new shape lubricant bottle, we added some dimples to the side of the bottle. This creates a nice soft ‘grip’ area, entices a squeeze of the bottle and provides the waisted profile to match the Pump Pack.
The project began with a brainstorm and sketch followed by photoshop concept visuals. The ideas were presented and the silhouette for the bottle design was actually drawn out in the presentation meeting itself. The concept was then developed further into sketch CAD models and foam models. A final CAD model was created and developed by the bottle manufacturer.
The Durex Play bottles was designed for SSL International in 2008/2009 with Tin Horse. Since November 2010, SSL International has been a part of Reckitt Benckiser. Their website and more projects are available to view at www.tinhorse.com.