Hello Oral Care is founded by entrepreneur Craig Dubitsky, famous for his work on category disruptor brands- EOS & Method. Hello is a design focused brand with a friendly personality and a promise of honest ingredients. But most of all, it prides in beautiful packaging that does not need to be hidden away under the sink or behind the mirror.
Craig gave us the task of expanding into another product category where they could be successful utilizing their current brand ethos.
Through a SWOT analysis, we set parameters for entry into the new category.
- Personal care category where Hello has established familiarity
- Category that has experienced little to no innovation
- A sea of sameness with packaging and messaging
- One or two major players
We noticed the intimacy aisle.
As we walked down this aisle, we felt we were getting assaulted by sex. We felt palpable awkwardness as strangers brushed shoulders picking up condoms or personal lubricants. We noticed flashy text, dated packaging and hyper sexualized, aggressive language. When we picked any of these products and turned them over, we read a list of chemicals we didn't understand.
The intimacy aisle is ripe for disruption.
To further understand the category, we did primary research through focus groups and surveys with different age groups.
Hello is the empowering sexual wellness brand of today.
Hello- Friendly Intimacy
Complete Product Line
We utilized the same packaging aesthetic and friendly voice that Hello currently uses for their oral care line. Easy to read, simple, colorful, with a natural feel.
Tone and Packaging
We struck a balance between hyper-masculine and crunchy granola by keeping it organic and friendly; honesty with hints of playful.
Convenient on-the-go extensions
We designed a convenience pack that would function as a mini intimacy kit with 3 condoms, after-wipes and a smaller tube of the sprayable lubricant.
While a majority of the learning happens in the early teen years, attitudes towards sex are formed in college years. To promote a positive environment around sexual wellness, Hello brand ambassadors in college campuses would hand out these convenience packs and pocket protections. Apart from prompting a healthy conversation around sexual wellness, the college promotion would aim to neutralize the stigma of women carrying condoms by getting them involved.
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Caitlin Murphy (CBM)
Kelly Padgett (Experience Designer)
Jessica Sugerman (Art Director)
Alex McClelland (Art Director)
Will Bareford (Copywriter)