GDUSA - 2026

Health + Pharmaceuticals

AwardWinner

Trojan

Designed
for
Decision

The Call

Trojan owns more shelf space than any other brand in the condom category, but its expansive portfolio had become difficult to navigate. A growing number of products, benefits, sizes, and sub-brands created a wall of near-identical packs that shoppers struggled to decode quickly, limiting conversion in a category where purchase decisions are often made in seconds.

At the same time, Trojan’s visual identity leaned heavily masculine, limiting its sense of approachability. As conversations around intimacy and sexual wellness evolved, the brand had an opportunity to feel more relevant to a broader audience while preserving the trust and authority it had built over more than a century. The challenge was to modernize the brand, improve shopability, and create a more inclusive expression while protecting Trojan’s most recognizable equity assets.

What we did

Design Strategy

Visual Identity System

Packaging design

Brand World

Photography & Illustration

3D Packaging Renders

Brand Guidelines

The Call

The Work

We approached the project as an architecture challenge before a packaging challenge, creating a unified system that could organize the portfolio while making it easier for consumers to find the right product. Research revealed that product benefits were the strongest purchase driver, so we restructured hierarchy around clear benefit communication, improving navigation across the shelf.

At the same time, we evolved Trojan’s visual identity to feel more modern, approachable, and relevant to a wider audience without losing the equities that made the brand iconic. The Trojan helmet remained the centerpiece of the system, reinforcing trust, protection, and leadership, while refined typography, color, imagery, and texture shifted the brand away from a traditionally masculine presentation toward a more gender-neutral expression rooted in intimacy, confidence, and connection.

The resulting design system balances clarity with character, creating stronger differentiation across the portfolio while allowing Trojan and Magnum to express distinct identities within a cohesive family. By building on the brand’s existing equities rather than replacing them, the system broadens Trojan’s appeal and positions the brand for the future of sexual wellness.

The Work

The Impact

  • Outperformed the existing packaging across key brand and purchase metrics, while achieving parity or better on all core success measures established by the client.
    • Increased shelf findability from 80% to 91%, delivering a +11 point improvement versus the current packaging and making Trojan easier to locate and navigate at shelf.
    • Improved perceptions that the packaging is easy to understand, rising from 55% to 72% among category users, a +17 point increase versus the current design.
    • Increased consumer confidence, with shoppers saying they would feel confident using the product increasing from 59% to 69%
    • Improved approachability, with the design perceived as approachable by 65% of consumers versus 50% for the current packaging
  • Elevated quality perceptions, with “highest quality” scores increasing from 55% to 70% among category users
  • Strengthened brand affinity, increasing perception that Trojan is “a brand for me” from 66% to 75%
  • Successfully balanced modernization with brand stewardship, preserving Trojan’s most recognizable equity assets while creating a clearer, more intuitive consumer experience.
  • Provided Church & Dwight with a flexible design foundation capable of supporting new product launches, off-pack activations, and long-term portfolio growth.

For a brand built on trust, the impact of the work was simple: making it easier for consumers to find the right product, feel confident in their choice, and reconnect with the category’s most recognized name.

GDUSA 2026

Health + Pharmaceuticals

The Impact The Impact