details in the design: willa

You'd need a thousand words, at least, to explain who you are. Same with a brand. And it's probably TL;DR anyway. That's why in branding, we use the shorthand of graphic design instead. 

Welcome to our Details in the Design series, where we explore how our graphic design work brings a brand identity to life.  

Meet Willa, a new Trojan Brands product line dedicated to giving women the power and confidence to take care of their own sexual health and pleasure. The Trojan helmeted warrior is well known, and consumers trust the brand. To capitalize on Trojan's trust, Willa was conceived to be a female warrior. The name Willa comes from Germanic roots and means resolute warrior. In English, we see the word "will" in Willa, meaning determination or desire. Her name and helmet are symbols that empower women to take charge of their own pleasure and protection.

Willa is an icon in the making; she represents female power, energy, strength, and confidence. She is designed and positioned to become the beacon for women's empowerment within the sexual health category. Willa is her own individual and represents the courage of all the women in the world. She is the crown jewel on the packaging and is powerful all on her own.

The packaging design details all work together for a powerful, modern, and simple design that instills confidence. Purple is a strong color with an emotional connection that is independent and wise without being masculine. The Trojan wordmark's size on the package had to be carefully calibrated, so it didn't compete with Willa's brand identity. The typography is angular yet also powerful; the thin strokes are elegant, modern, and simple. The letter W's crossed arms create intimacy, while the extended crossbar of the letter A closes the kerning gap's appearance, creating a feeling of connection.

Bringing Willa to life required a deft hand. The design is a delicate balance that harmonizes the brand components using emphasis, proportion, line, spacing, and even rhythm. This attention to detail in the design echoes Willa's brand promise to empower women to trust Trojan for their own protection and pleasure.