Brand Strategy Visual Identity Art Direction
Condoms have become overwhelming and confusing. There are too many options, too many unlisted and toxic ingredients, too many unnecessary features, and they are almost always talking to men. Jems upends the category. Theirs is a condom made with intention and a platform for expansive and authentic sex ed. The condom, made of trusted ingredients and using only what’s essential, keeps it simple. Jems is rooted in the belief that choosing a condom shouldn’t be a barrier to safer sex and everyone should have access to choices that fit who they are. As a studio-initiated project, Jems condoms are an offering—a product that should already exist. We understood the gap in the market as a design problem and built the Jems brand to provide a product that is inclusive of an evolving multiplicity of sex and gender expressions and that destigmatizes condom use. 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.