Rule29 collaborated with Wonderkind Studios and Life In Abundance to create This is My Normal. Through the stories and imagery from the slums in Nairobi, Kenya, this sobering documentary explored two primary questions: "What is poverty?" and "What is normal?" The concept behind the packaging essentially focused on the powerful images of the people and environment of the slums to 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.

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