MAKE LOVE AND SAVE THE WORLD
Challenge /// HERO are a condom brand with a social conscience — for each one sold, another is donated for free to a developing nation to help fight the spread of HIV and AIDS. Traditional condom brands are typically designed with hyper-sexualised, macho imagery, which serves only to alienate women and other users (responsible for at least 50% of sales in the category). We set ourselves the challenge of making the brand a HERO for everyone.
Solution /// Our new brand identity and packaging design illustrates a sensuous touching of hands, simultaneously suggesting their supportive proposition. Rather than simply selling sex, the new HERO is about thoughtful tenderness. With styling more akin to luxury health and beauty branding we create a broader, more sensitive appeal to enable HERO to extend into other product categories.
“We are totally blown away with Propella's ideas and commitment. Their work is opening new opportunities in Australia and overseas, helping us realise our dream of being one of the world's most important socially responsible brands. Truly outstanding and a pleasure to work with!” Dustin Leonard (Founder)