Uncommon's new wellness brand wants you to help save sex

Bad news: sex is dying. According to Uncommon, humanity is having sex less than once a week on average for the first time in history due to exposure to porn, social media, dating apps and the busyness of modern life. But SEX BRAND is here to help reverse this worrying trend.

Co-created by Uncommon, SEX BRAND is a new sexual wellness brand which aims to save sex with openness, confidence and education. Fittingly launched on Valentine's Day, SEX BRAND is based on the idea that the more sex we have, the happier we get. "And the better our sex, the closer we become."

Of all the categories an agency could hope to tackle, sex is undoubtedly one of the most well-worn. So how has SEX BRAND approached it refreshingly? Simple. With bold messaging, an unmissable name, clever colour branding and a revolutionary product that works for societal good as much as personal pleasure.

Take the name itself. SEX BRAND does away with cliches and double entendre to get right to the heart of the matter. Appearing in large block capitals, SEX BRAND confronts the sexual crisis facing the world with appropriate urgency in an unmissable fashion. The striking use of orange and black across the brand identity underlines the state of emergency and can also be read as a clever subversion of the colours used by a certain sex-oriented website. You know the one.

Then there are provocative slogans such as "your parents had more sex than you", which throw down the gauntlet to the audience. Nobody wants to be outdone in the bedroom by their folks, so the only solution is to rubber up and get down to business. And that's where SEX BRAND's sustainable condoms made from regenerative rubber come in.

Touted as the UK's most sustainable prophylactic, SEX BRAND's launch product is the SECONDSKIN condom. Made from bio-mimetic lubricated rubber that's 34% thinner than a standard condom, the SECONDSKIN condom not only mimics the pleasure of a real skin feel but also benefits the planet and vulnerable communities.

That's because these vegan, subscription condoms are made using a pioneering and fully-transparent sustainable source of rubber which is part of the Regenerative Rubber Initiative. And for every million condoms sold, SEX BRAND will donate a million more to Uganda, whose supply of sexual wellness products suffers from a 27% shortfall.

Uncommon explains that "Condom distribution remains inconsistent and unaffordable across the country, with large discrepancies outside urban settings. While teen pregnancy and HIV prevalence stand high, current condom use is estimated at 44% for adolescent girls 15–19 years old. There is a high unmet need for contraception for all women of reproductive age, currently at 20.4%."

Jack Gove, SEX BRAND founder, said: "We see a huge gap in the market for a brand to step in and actually stand up for sex and pleasure. Almost a quarter of 18–30-year-olds have not had sex in the last 12 months due to porn, digital distraction, and many other things. We want an impactful brand that encourages young people to feel positive and excited about sex again."

Nils Leonard, Uncommon's co-founder, added: "Porn has never been so readily available, dating apps are actually pulling us apart, not together - we have literally lost the ability to speak to each other in bars - it's insane. SEX BRAND is here to help stop the death of sex and has a meaningful impact on the world too. We set up Uncommon to create brands people wish existed, and this aims to do just that."

Want to be part of the SEX BRAND revolution? Head to its site and get 50% off your first shipment of SECONDSKIN condoms. And with more exciting products promised to be launched in the coming months, including hyaluronic lube and a vibrator which aims to close the orgasm gap, the future of sex is looking up. So what are you waiting for? Get down to business.