Meet Millie.

Wednesday Co

Calgary, AB


Wednesday Co. is a condom subscription company that reached out needing a barrier-breaking name, brand identity and packaging that would stand out on the shelves of an otherwise extremely predictable market.

 

The Project:

Branding
Package Design
Art Direction
Naming
Tagline + Messaging
Marketing Assets


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Shopping for contraception is being overwhelmed with totally masculine branding (you know the kind; pictures of * manly * things like soldiers or horses). Because doing the deed is for everyone of all ages, shapes & genders, we created a neutral palette and playful graphics that wouldn’t exclude anyone in the drugstore.

 
 
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A massive part of Wednesday Co.’s brand messaging is education and starting conversations that others are afraid to have. It was truly the first time we’ve been tasked with creating an icon of fuzzy-handcuffs.

 
 
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The name had to feel playful, be totally gender inclusive, and above all, make sense. When we named this baby Wednesday, we knew we needed a mascot; Sandy the Camel was born to remind us all that every day is humpday.

 
 
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We helped the biz bring their brand to life through super celebratory imagery and messaging and celebratory graphics like the speech-bubble confetti.

 
 
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We launched this brand in June so the fun for this biz is just starting. Happy Humping!

 

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