COVID changed everything. It moved sex from an abundance to sex as a scarcity, which meant there was a gulf in how people could achieve sexual satisfaction with a partner(s). People had to adapt and re-invent what dating, sex and hooking-up looked like: It was a make or break moment for the brand. Anxieties were peaking and isolation was taking over. Condom sales dropped 18.6%. Sex was a luxury for some, but an impossibility for many. As a brand, we had to find our voice at a time when sex was off the cards, and as a business, it was sink or swim. As people had time to reflect and ‘dating’ moved into the virtual world, we knew we urgently needed to understand how people were thinking about sex at a unique time in history.

Since 1929 Durex has been at the tip of every sexual revolution. But by 2020 a refresh was needed to reach a new generation discovering sex, regardless of gender, geography, preference or orientation. Our iconic lozenge forms the heart of our entire brand identity; And now appears in a new bespoke typeface ‘One Night Sans’, crafted intelligently to give us the tonal flex and consistency globally, allowing us to speak to everyone, everywhere.

A full character set including 8 flirtatious emojis, in 9 weights from feather light to kingsize thick. A font to fit all.

One Night Sans was commissioned as part of the brand’s global relaunch to be used across every touchpoint. On line, on shelf, in activations, partnerships, packaging and bedrooms all over the world.

A Swiss style typeface with subtle quirks & alternate forms that allow us to dial up the personality in specific moments.