Insight
Incontinence affects around 25% to 30% of the population. While women are more likely to experience it than men, particularly after childbirth, it affects people of all ages and is common among those living with chronic diseases or disabilities.
Most products on the market are bulky and uncomfortable. The packaging also compounds the shame of purchase, turning a common condition into a hidden one. Outdated branding reinforces the misperception that incontinence is a category relevant only to older people. This alienates the many who need better solutions but don’t see themselves reflected in what’s available.
Strategy
Working closely with the founder, we built a strategic platform anchored in the brand essence ‘fearless freedom’. An aspirational and motivating idea, it speaks directly to the audience’s desire to live without limits. This is supported by the promise of “comfort you forget you’re wearing”.
From this foundation, we developed a full strategic framework including brand beliefs and values, a compelling brand story, positioning, messaging and personality. The brand strategy provides the Svelte team with a powerful toolkit to guide, protect and grow the brand.
Naming
We created a name that earns its place in the category the moment you see it.
Svelte carries connotations of sleekness, grace and quiet confidence. This helps signal that continence products can be elegant and flattering, not bulky or clinical. Svelte is a name that respects the wearer and builds instant memorability.
Design
Simple, refined and sophisticated. The Svelte identity is built around a beautifully crafted wordmark that expresses the ideals of lightness and comfort.
This is layered onto a visual language inspired by the thin, barely-there layers that wrap around the wearer, giving them the confidence to feel fearless and embrace a renewed sense of freedom. A rich, gentle colour palette of muted navy, premium neutrals and subtle accents of colour adds depth without distraction. Together, the elements combine to form a restrained, considered and luxurious identity and packaging system.
Testimonial
Truly Deeply has been an incredible partner in bringing Svelte to life. From market review and strategy through to naming, identity and packaging, the team approached the work with care, patience and real strategic depth.
What stood out most was how thorough and knowledgeable they were. They took the time to understand the sensitivity of the continence category, the competitive landscape and the opportunity to create something more dignified, premium and human.
The process involved a lot of detail and refinement and they remained professional, thoughtful and supportive throughout. I learned so much along the way and I am genuinely proud of the brand we have built together.
Svelte now feels beautiful, considered and very different from what currently exists in the category. I would recommend Truly Deeply without hesitation.
Liz Muturi, Founder
Svelte