Continence management store ConfidenceClub is inspiring a new generation of incontinence wear via The Core Agency for brand strategy and visual identity of two new incontinence brands.
Incontinence is a common condition. One in four Australian adults need extra support, while bedwetting and accidents can hinder the confidence of even the most rambunctious kid.
Invizi is an innovative product for adult wearers. With a focus on minimal and sophisticated design, it is discreet so that wearers don’t have to be. There’s nothing to leak, nothing to pinch, and importantly, nothing to see. It’s made not to be noticed.
The Core Agency founder and creative partner Christian Finucane said in a category that’s traditionally shouty (and a bit condescending) for adults, unobtrusive and minimal is the way to stand out.
"The result is a beautifully elegant brand that lets customers fit in," Finucane said.
The logo delivers on this promise with the disappearing stem of the i, which represents wearers feeling comfortable enough to fit in. Natural contour lines and a clean typeface are modern and adaptable, while brand colours stay neutral so that nobody has to know what’s going on down below.
This central idea was also communicated across additional touchpoints - including the brand guidelines that were designed to be discreetly hidden between the pages of other books.
Meanwhile, Nundies are undies designed so that kids can be kids. With leak-proof technology, they enable the freedom and ruckus of kid life so that no parent has to see their child miss out. All kids have to do is focus on being a kid, which is a pretty magical thing to be!
“For our kid brand, we had license to have a little more fun and throw out the rules. The team came up with a cracking name, then looked at ways to use every graphic and piece of language to make kids smile," Finucane said.
The building blocks of this brand were based on the quirky joys of childhood, with active design elements in a scrapbook style that were flexible enough to talk to both teens and younger kids, encouraging them to swing on monkey bars and jump on the bed.
This was emphasised by goofy fonts and the upside-down exclamation mark in the logo, which focuses on the energy of kids who now have zero worries.
ConfidenceClub chief marketing officer David Hernandez said The Core Agency is a partner.
"The entire process was deeply collaborative, and it was clear from day one that their team was as excited and committed to this project as we were," Hernandez said.
"We're incredibly proud of what we've achieved together, and we believe Invizi and Nundies will truly make a difference for those who need it.”
The two brands have launched in Europe initially, with ambitions to scale.
Credits:
Client: ConfidenceClub
Co-Founder: Garron Lipschitiz
Co-Founder: Gavin Basserabie
Chief Marketing Officer: David Hernandez
Content Director: Gabriella Del Grande
eCommerce Manager: Celina Irwin
Agency: The Core Agency
Founders & Creative Partners: Christian Finucane & Jon Skinner
Managing Partner: Rebecca Turner
Chief Strategy Officer: Mitch Hunter
Design Director: Nick Williams
Snr Copywriter: Kevin MacNamara
Copywriter: Sarah Mould
Senior Account Director: Stacey Paul
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