Billy Boy knew what the target youth wanted back in the 90s when they entered the market as the provocative brand, saying everything the grown-ups didn't want to hear. Testing how on-brand the visual design of Billy Boy is with their target group today led to new design prototypes for the brand.
DMJX Copenhagen & Billy Boy
May – July 2019
Henrik Birkvig
Max rolls by DM once a month to buy his 12 pack of condoms. “Always exciting when the cashier is a cute girl,” he says, grinning. He prefers ‘Made in Germany’ and a trustworthy look.
Based on a survey with 1200 participants.Max is a straightforward dude.
So is the music he listens to
and the posts he shares.
And this was Billy Boy
I designed three prototypes inspired by Max’s lifestyle and asked what he thought of them.
The finished design after the feedback from Max and Billy Boy.
The project ended with new design prototypes for Billy Boy, based on feedback from the target group.
“Honestly, the design is masculine and simple,” Max said about the second prototype. “It’s clear what’s inside, making a trustworthy impression.”
Based on a survey with 221 participants.