Kama Sutra

For the pleasure of making love.

The Challenge

India's second largest condom brand had built genuine market leadership, but its identity carried the era it was born in rather than the confidence its position demanded. In a category historically confined to purely functional, clinical language, KamaSutra needed an identity daring enough to shift the entire conversation – from a product bought out of necessity, to a brand chosen for intimacy, pleasure, and connection.

The Idea

We reworked the identity to move with the same energy the brand was built to represent. The wordmark was redrawn with a bolder, more fluid gesture – its signature diagonal slash now sharper and more dynamic – paired with a striking angular packaging structure born directly from the geometry of the logotype itself. This distinctive cut did more than modernise the pack; it created a canvas broad enough for every product variant – Ribbed, Dotted, LongLast, Intensity, Superthin – to carry its own bold colour and character, while remaining unmistakably part of the KamaSutra family. Positioned around the promise "For the Pleasure of Making Love," the new identity spoke to desire and intimacy rather than mere function, redefining what a condom brand could stand for on an Indian shelf.

The Impact

The revitalised identity didn't just refresh a market leader – it elevated an entire category's visual language. Instantly recognisable, distinctly premium, and confidently unapologetic, KamaSutra's new packaging system gave the brand stronger shelf command across its full portfolio while reinforcing its position as India's most iconic name in intimacy.