Two become one

We were commissioned to merge two Billy Boy brands into one. The resulting high-quality look gives the brand a whole new splendour. Clear design structures and visual communication of product use convey competence and trust.

Billy Boy condoms - new vs. old packaging design

Listen

MAPA commissioned us to consolidate its two condom brands: a strong, uniform design from the Billy Boy brands for younger generations and the more mature B2 brand. Under the name Billy Boy, the products should position themselves in the market with a more high-quality, yet louder and wider appeal.

Understand

After analysis of the current situation and the competition, the aim was to clearly define Billy Boy's core brand values in design terms. During this exploratory phase in collaboration with the MAPA team, it quickly became clear which route to go for: a relaxed, easy and playful approach to the subject of sexuality, which still conveys competence and trust.

Create

The focus of our design is the condom on a black, stage-like background. The logo and the quality promise are now positioned with a generous amount of space on an integrated umbrella brand area in the upper segment of the packs. A clear colour scheme as well as lovingly elaborated icons help navigate through the rather complex world of love.

Facts & Figures

Brand harmonisation of two Billy Boy brands
Number of SKUs: 28
Competition & design analysis
Concept development
Naming
Design development
Icon development
Final artwork

Brighten up your life

The new world of Billy Boy helps consumers find their product quickly thanks to lovingly designed icons and colourful navigation at POS.

Billy Boy extra wet, packaging by HAJOK Design

Billy Boy nubby, packaging by HAJOK Design

Billy Boy extra thin, packaging by HAJOK Design

Billy Boy flavoured, packaging by HAJOK Design

Billy Boy condom as part of packaging design

Billy Boy love longer, packaging by HAJOK Design

Billy Boy safe feeling, packaging by HAJOK Design

Billy Boy XXL, packaging by HAJOK Design

Love me tender

Our design concept doesn’t just work in black – the white background lights up the pastel colours and goes well with the sensitive contents of each pack.