Leading global design and innovation company Seymourpowell has created product and packaging design for the new vibrator ring ‘Little Devil’ from Durex ‘Play’ range, the sub-brand of SSL International, recently purchased by Reckitt Benckiser.

The Little Devil is the very latest in a line of vibrator rings designed for Durex by Seymourpowell, marking a long-standing relationship with the brand since 2001.

As part of the brief for Little Devil, Seymourpowell was tasked with designing a new playful vibrator ring that complimented the existing Durex ‘Play’ range, echoing a sense of accessibility, fun and pleasure for everybody. In addition, Durex was looking for a new sex toy that further inspires people to explore and discover new sexual pleasures and experiences. Playfulness and a sense of adventure were at the heart of the project with a focus on encouraging consumers to be playful, fun loving and open-minded.

Colour, materials, technology and cost were amongst a wide-ranging set of design innovation challenges. Seymourpowell designer Tanja Langgner explains, “The challenge was to meet the emotional and physical requirements of the potential user, whilst solving the accompanying mechanical, material and cost challenges”.

Seymourpowell was also responsible for the 2D packaging for the Little Devil. Jenny Butler, account director at Seymourpowell commented, “The graphics and colours reflect the brands desire for fun and playfulness. The lower case font is designed to appear friendly, less intimidating and more approachable, while the bright jewel-like packaging provides enticing on-shelf standout at point of purchase. The ‘peep hole’ at the back of the box allows for consumers to partially see the product to excite their curiosity.”