Everyone can be a HERO
Conventional condom branding often relies on macho, hyper-sexualised, or heterosexual imagery which only serves to alienate buyers; including women who are responsible for 50% of sales in Australia. Other approaches commonly used include, abstract ‘fluffy’ imagery (similar to sanitary packaging), humour and jokes, or a cold pharmaceutical style.
Rather than selling sex, we focussed on the inclusive and sensuous idea of ‘hands touching’. This connected to the One-For-One proposition of helping others. We designed the HERO monogram and One-For-One device to be interchangeable, with the downstrokes of the capital ‘H’ forming the numerals of the One-For-One logo.
Built on brand equities
HERO had a loyal following of customers who were deeply invested with the brand. Our new design had to be sensitive to their perception of possible visual equities from the old packaging.
A brand new HERO
To appeal to a wide range of people, we designed the new packaging as if it were a luxury skincare range. The new structure dispensed with the brown cardboard, featuring a silky smooth three-quarter length sleeve with a die-cut circle to reveal an inner box and the ‘touching hands’ idea. Lots of fresh white space, embossing and colour created a more sophisticated and appealing experience.