Blowtex®

The Blowtex brand wanted to make a seismic shift in the Brazilian market, from a value brand to a more modern and premium brand. Analysis was needed in order to better understand the competitive landscape of condom brands in Brazil, where Blowtex is currently playing in that landscape, as well as identifying best practices and category insights. In a category where safety has been established as a given, the true driver for purchase was experience and product attributes. The design system had to be modern and contemporary, but also clearly communicate product segmentation and attributes so the Blowtex brand could reposition itself in order to gain market share.