We developed a product brand experience that strongly connects with the HS community worldwide, built on genuine empathy and authenticity.
HidraMed Solutions has invented a new product range under the brand name HidraWear. HidraWear is a unique, wearable wound care solution for people with Hidradenitis Suppurativa (HS), a chronic and painful skin disease. HS can affect anyone at any time, but women are three times more likely to be affected than men.
The Task
To develop a product brand experience that strongly connects with the HS community worldwide, built on genuine empathy and authenticity. This was a complex project as it was essential that this brand also established credibility with company investors and international medical professionals.
Our Approach
Starting with our strategic brand development workshops we helped HidraWear to define their core brand values and articulate a powerful brand story. Rooted deeply in the personal experience of company founder Suzanne, we focused on capturing the life changing empowerment that comes from this specific HS wound dressing. We treated this project with great sensitivity and at all times bore in mind the difficulties that people with HS live with every day of their lives.
The Result
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We specifically chose the font style and colour palette, and developed language, illustration and style of photography to show empathy and create a global trusted brand.
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The phrase ‘Feel fresh, feel free’ was conceived to effectively express two core messages: Our product enables you to regain body confidence; and our product liberates you from the constraints of having HS.
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We designed the iconic hexagon motif, used throughout the identity, to reflect the unique quilting on the HidraWear product. Building on this, the logo icon incorporates the letters H and S to represent the fact that the HS community is at the heart of the brand.
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Through handcrafted illustrations we added lightness and positivity to convey the uplifting spirit of HidraWear.
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When directing the photo shoot we focused on creating empathy in three ways: by representing a person we can all relate to; by highlighting how easy and comfortable it is to use and wear all day, every day; and by showing how the garment can bring back a sense of normality and self-love.
We finalised the project with our HidraWear brand book which detailed the key brand elements across all platforms.
Our Services
Logo Design
Brand Identity
Copywriting
Illustration
Packaging
Art Direction for video animation, illustration and photography
Brand Book
Print Collateral
Event Material
