F-word is a female empowerment branding that invites women to explore the female condom as a tool for personal health and self-determination. The F-word promotes the autonomy, individuality, and confidence of women through strong words starting with F on all the vehicles. With the slogan — "F-word is Female", a women empowerment campaign was established to help women to embrace their own power and confidence by exploring the meaning and function of the female condoms and engaging in the questions around self-empowerment.
Campaign: F-word is Female
In the campaign — "F-word is Female", we created two different layers of typography in sharp contrast to discuss about women empowerment. The external “identity” of women — stereotyped as fragile, soft and weak is designed in pink color with transparent glossy paper and thin-weight typeface. The internal self-identities, shared in the F-word branding, is strong, powerful, confident, and independent. We would like to offer a space for people to explore their identities and encourage women to be like the powerful words starting with “F” on the solid wall.