Raising The Roof has long sold toques as part of its fundraising to help end homelessness. It wanted to show how important such a simple piece of apparel can be to youth who don’t have a safe place to go at night. So custom packaging showed what the toque represented by playing off its simple shape. Illustrated as a door, it showed that the hat “gives a child a safe place to go.” As a backpack, it shows a toque “keeps a child from falling behind.” The packaging worked directly with on-premise signage that explained the challenges homeless youth face in finishing school, finding safety and eating well. The Toronto City Hall location that used the custom packaging grew sales by 16.7% over last year.