ECBUDDY
Mascot & Packaging Design for Malaysian Condom Brand
EUTOPIA developed the brand mascot system, packaging design, and short-video applications for ECBUDDY, a condom brand based in Malaysia and China. The challenge was to transform the perception of condom branding from clinical and taboo to friendly, confident, and emotionally engaging. Our goal was to design a brand world that communicates intimacy with warmth and positivity, encouraging a healthy and open conversation about protection and self-care.
Packaging Design Strategy
The packaging design integrates the mascot IP with a clean, modern layout to create a cohesive product series. Each box color corresponds to a mascot personality and usage scenario, turning the packaging into both a collectible and expressive medium. The minimal yet vibrant design system blends visual storytelling with functional clarity, helping ECBUDDY stand out on retail shelves and digital platforms alike.
Mascot Design
EUTOPIA designed three signature characters: Yellow Buddy represents reliability and protection, symbolizing trust and calm assurance; Pink Buddy represents love and affection, capturing tenderness and connection; Blue Buddy represents youth and energy, expressing freedom, confidence, and positivity. Their rounded shapes, minimal lines, and soft color palette create a sense of friendliness and approachability, making them adaptable across both digital and physical brand environments.
Visual Identity Extension
EUTOPIA extended ECBUDDY’s brand presence into RedNote (Xiaohongshu) through a playful short-video campaign. Featuring the mascots as main characters, the videos deliver educational and emotional messages about intimacy and protection in an entertaining tone. The theme “Buddy with You” highlights companionship and trust, resonating with young audiences and building strong engagement across social media.
Building a Modern Language of Care and Confidence
ECBUDDY successfully redefined what a condom brand can represent: fun, caring, and full of life. The mascot IP and packaging system brought personality and warmth to the brand, while the social media campaign achieved high engagement and community interaction. Through EUTOPIA’s creative direction, ECBUDDY established a refreshing and relatable identity in both Malaysia and China, shaping a new cultural conversation around confidence, care, and modern intimacy.
95%
Stronger brand recall
5X
Higher engagement
94%
Better emotional connection
8.2X
More social sharing
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