Condom’s a protection product to reduce the probability of pregnancy or a sexually
transmitted infection between sexual intercourse. (Condom – Wikipedia, 2022) The ideal concept of the condom’s the everyday product for everyone to use to prevent themselves from every act of intercourse when they’re at the proper ages but the problems of condom usage in Thailand are from many causes. One of the problems that reduce the usage of condoms is the embarrassment of a customer when they check out at the cashier. The reason for embarrassment come from the social value in Thailand that makes the sexual intercourse be a secret activity that started from the fundamental education. This redesign of the condom package project is from Thailand AIDS Healthcare Foundation (AHF) trying to make the condom turn into an everyday product that everyone can buy like any consumer product in Thailand.
The research and self-observation found that the design of condom packages in
Thailand make condoms look like a serious medical product that made a customer feel like they are sick and the social value also interprets to everyone that they will be going to have intercourse soon. So the redesign direction tries to focus on the teenager that is the main target group of condoms and this might change the social value in the future.
The selected concept is the comic illustration that attracts familiar to teenagers. The new
design creates the condom package to be a box with a teenage character in comic style. The various character designs also aim to make the package to be a collectible card that can exchange between collectors to reduce waste problems and possibly be a business model by collaboration with the artists or celebrities.
After the condom giveaway event to test the new concept design package by AHF
Thailand, the feedback from people is positive, and feel comfortable with this new package
The new design direction of condom packages that attract teenagers as the main target
group of condom usage by the comic illustration and collectible concept tested with people
in International Condom Day 2022 has been shown that the proper design can change the
perception of condoms from medical equipment for a specific occasion that made a customer feel embarrassing when buying into an everyday consumer product that everyone feels comfortable to buy for their safety to unwanted pregnancy or reduce a sexually transmitted infection. This design is also possible to turn to be a business model by the collectible concept that aims to collaborate with artists and celebrities.
1. Redesign the condom package to change the perception from medical equipment
to consumer products.
2. Design the attractive concept for the teenager that is the main focus group of
3. Adding the collectible value is a possible business model.
Nowadays almost all condom package designs in Thailand made them look like medical products or luxury equipment (A Guide to Buying Condoms in Thailand — Sizes, Brands, Prices, and Stores – Condom sizes, 2022) combined with the social value of sexual intercourse made many Thai people feel embarrassing to buy a condom when they check out at the cashier. Interviews and focus group discussions with students indicated that
many might not dare to buy condoms because they feel embarrassed to do so under the
gaze of community members. (Boonmongkon et al., 2019)
The direction of the new concept design try to focus on the main target group of
condoms which is a teenager (age group 15 to 24 years). (Condom Social Marketing:
Selected Case Studies, 2022) The selected common advertising strategies to attract
The second direction changed to use comic-style characters to attract the focus group by creating various teen characters and adding the collectible value to the package for a possibility to be a business model by collaborating concepts with artists and celebrities. This design added the word “LOVE” from the AHS product “LOVE Condom” with the combination of colorful colors for more attractiveness. The other sides of each design added the other characters in the same series to inform the other character design for the customer to collect them all.
The condom with a new concept was selected from the second design distributed by
AHS Thailand to giveaway to people in various areas on the International Condom Day (13 February 2022) and received positive feedback and changed the perception of condom packages from medical equipment to consumer product. (AHF Thailand Official Youtube Channel)
The condom with a new concept was selected from the second design distributed by AHS Thailand to giveaway to people in various areas on the International Condom Day (13 February 2022) and received positive feedback and changed the perception of condom packages from medical equipment to consumer product. (AHF Thailand Official Youtube Channel)
Areas of Creative Works:
This package design was created by craft and the digital process started with hand-drawn illustration before scanning and coloring by image editor application (Adobe Photoshop) and finishing the artwork in graphic editor application (Adobe Illustration).
The character design was created by separating all face parts to randomize characters. All parts emphasize by various different gender, lifestyles, ethnicity, fashion, and gadgets for a variety of results. All combined character randomizations were selected to focus on the teenager as a target group of this project.
The package print test on the paper was similar to the condom package in the market for given to the focus group and received feedback before adjusting the design to the final artwork for AHS Thailand that selected both design directions to use in this project.