Sex is pretty cool. I tried it twice.
One of the funniest scenarios is the coming of age story about the boy buying his first condom(s). You can have stories like Superbad or Fast Times at Ridgemont High, but beneath all the horny, exploratory adventures, there’s an awkward transaction.
Eva Goicochea believes that part of this is due to the terrible design of products from the leading contraceptive producers in the market. I’d argue that the gold foil of the Trojan Magnum condom is great, but I’d also agree that everything else I’ve seen on the market in my many years on this earth is cringe-worthy. There was one particular box from a major condom producer that made its way into the presentation – it was very ugly.
Then again, it seemed oddly on-brand for, say, the user of Axe Body Spray.
For the rest of us, Goicochea and her lead designer, Hamish Smyth of Order and Standards Manual (and formerly of the legendary Pentagram), set about the mission of creating the most sophisticated, adult, and hip product line for condoms… and all the extras that go along with it.
Smyth explained their clever approach for the brand, Maude. Take an “m” and then dissect it to create countless mutations that could each represent a different product or aspect of the intimate experience.
It was a lot of fun to hear an established designer sit in a full room and say words like “penis” and “butt,” but it was even more fun to see how a little creativity and a little sophistication can make the acne-ridden, horndog branding from competitors into the smart, fun adults-only escapades we all love. Or have heard about, even if we’ve never gone there ourselves.
Elaine: I love this idea and I love the design. I also love that it was a collaboration between men and women and either sex would feel comfortable buying their products. The designs and brand just have a classier feel and look compared to others in their industry. They made sex chic and I think it’s awesome. That’s all I have to say about that.