Propella Brand Innovation
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HERO Condoms

Healthcare, Social Conscience, Wellbeing

HERO are a condom company with a social conscience. For every condom sold, another is donated to fight HIV and AIDS. Our new brand identity and packaging had to reflect their commitment and challenge conventional condom branding.

Everyone can be a HERO

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.

Sensuous touch

Sensuous touch

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.

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Built on brand equities

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

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.

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