Instead of understanding that condoms can and should be purchased by those of all genders and sexualities, the condom industry clearly leans into masculine tropes.
Understanding that there was a distinct gap in the industry, condom brand Jems has entered the market. Designed by the Toronto-based Whitman Emorson, creating an identity that felt warm, safe, and approachable was at the root of it all.
Interestingly, the brand wanted to infuse the visual identity with quirky attributes. For example, the two primary brand colors playfully titled “alien green” and “electric blue” add a hint of friendly humor. Additionally, while playful, the packaging design is quite simple, allowing everyone to access the brand who wishes to.
On Whitman Emorson’s website, the team stated, “Our editorial mandate positions Jems as a trusted source for everything that relates to sex, including real stories from a diversity of voices. The bright, bold, and playful packaging—designed for clarity and simplicity—sees Jems standing out in the landscape while evocative photography captures the intimate, the awkward, and the beautiful moments of sex in real life.”
So while sometimes specific industries, including the condom industry, do packaging and marketing a certain way, it doesn’t necessarily mean it’s the right way. Jems and Whitman Emorson worked together to create a beautiful packaging and identity system, make space for inclusivity, and begin the conversation to change how people perceive certain products.
