Peace of Mind (안심)
Dohan Kim
Peace of Mind (안심) explores how design can reshape the perception of birth control and sexual health in South Korea. Through a package design and accompanying campaign, Peace of Mind aims to normalize safe sex, increase accessibility, and reduce stigma.
The brand takes a minimalist, gender-neutral approach, moving away from hyper-masculine or overtly sexualized packaging. Inspired by modern wellness and skincare brands, it features sleek typography, soft color palettes, and refined textures—presenting condoms as an everyday essential rather than a hidden or taboo item.
Beyond the packaging, the promotional campaign communicates a calm, zen-like message to restore confidence in safe sex. By shifting the conversation from secrecy to empowerment, the brand challenges cultural barriers and gender norms that discourage condom use.