Rule29 collaborated with Wonderkind Studios and Life In Abundance to create This is My Normal. A sobering documentary exploring two primary questions, "What is poverty?" and "What is normal?", through the stories and imagery from the slums in Nairobi, Kenya. The concept behind the packaging was to focus on the powerful images of the people and environment of the slums to essentially show how they live on a daily basis. Combining compelling images and line art depicting the environment, the packaging was able to highlight what is truly 'normal' in the slums.
Rule29 was able to extend the packaging design into postcards, promotional website, desktop and phone backgrounds, t-shirts, movie posters and banners.
To buy a copy to help support the ongoing work go to LIA's blog store here.