Moments Condoms had a clear mission: make it easy and unapologetic for women and everyone in between to buy condoms …but their original 2017 packaging wasn't delivering on that promise. Dark, intimidating packaging has long dominated the category, and Moments needed to look different enough to change purchasing behaviour at the shelf. The goal was to bring the brand into its second chapter: five years on, retail-ready, and with the confidence to walk into Coles.

The rebrand was built around approachability and joy: the antidote to a category that typically leans on darkness and innuendo. The new Moments packaging is open, colourful, and self assured: packaging that belongs on any shelf and that invites healthy dynamics in the bedroom rather than intimidate.

Photo direction was a core part of the strategy, the campaign imagery needed to feel warm, diverse, and fun, consistent with the brand's values and distinct from competitor aesthetics. I worked with multiple photographers to build a cohesive visual library that has extended across social media, the website, and in store presence.

The rebrand was also a systems exercise: creating consistency across packaging SKUs, digital touchpoints, and social templates so that Moments felt like a unified brand wherever it appeared that set a stardard for the years to come

The rebrand delivered a direct commercial result: Moments Condoms became stocked in Coles Supermarkets in early 2022, with expansion to further retailers like Chemist warehouse afterwards. The packaging redesign (and the brand confidence it communicated) was instrumental in making that retail leap possible.

A previous Date Box bundle (also designed by me when i first started working for the brand) designed under the original packaging had already sold successfully; the second-generation rebrand elevated the brand to a new tier.