Bringing Africa, fashion, and a new shelf-size together for L. Condoms.
Strategy— L. matches donations of their sustainably-sourced condoms. One package is donated directly to African villages for every package purchased. Previous versions of the package used only one line of text, in one colour, to distinguish varieties. Using rich, dye-inspired colours and African inspired patterns, each type of package is distinguished.
Solution— Using the fashion-inspired brand language, this key difference is brought to the front and centre of the design in bold, unmistakable words: Condoms that change the world. As you open the package, you tear away a strip of the pattern, implying the breaking of cycles, patterns, and oppression, revealing an extra message: world changing sex.