The creators of PKG (pronounced “package”) wanted to make condoms cool again with young gay men in major metropolitan areas, to help curb that demographic’s spiking rates of HIV infection.
Unhappy with the “crass” designs they’d received from another agency, they reached out to me for something more sophisticated, urban, and chic.
This subtle brand identity and design system takes its cues from fashion, high-end fragrance, and luxury menswear brands, for an understated aesthetic that makes each sachet a stylish — and potentially life-saving — accessory.
