STRUCTURAL PACKAGING DESIGN | BRAND EQUITY
Church & Dwight partnered with Product Ventures to introduce a new line of personal lubricants under the Trojan™ brand. The goal of this project was to leverage the Trojan brand’s reputation and enter the personal lubricant market with a strong presence. The structural design needed to convey sensuality and the premium quality expected with the Trojan family of products.
Product Ventures was to design packaging that not only captured a sensual essence and allure but also aligned with Trojan’s overall brand identity. The task was to develop a structural design that would differentiate Trojan Lubricants in the market and establish a significant market share for the product.
Product Ventures utilized its interdisciplinary expertise in Consumer Research, Industrial Design, CAD Engineering, and Prototyping to craft distinctive packaging for Trojan Lubricants. We began by studying the personal lubricant category and identifying semiotics that would help us establish a visual strategy for the design.
We generated a wide range of structural design concepts and refined our selections through a process of prototyping, rendering, and 3D animation. We collaborated with Church & Dwight’s packaging engineers and supply chain partners to engineer the bottle and closure for efficient manufacturing and product stability.
Product Ventures successfully delivered a custom packaging design for Trojan Lubricants that exudes both sensuality and allure. The structural design of the packaging aligns with the brand’s proposition and communicates a premium aesthetic to the consumer. This design is not only visually appealing but also functional, with a user-friendly closure that provides a reclose assurance.
This innovative packaging design minimizes plastic usage, contributing to Church & Dwight’s carbon neutrality goal for 2025. All the materials used in this product are recyclable, and the bottles are produced with 100% Post-Consumer Recycled plastic. Trojan Lubricants’ new packaging is poised to make a significant impact in the market and establish itself as a major competitor in the personal lubricant category.
Want to hear more specifics about our process for this project?