Establishing a new brand to help women navigate products for bladder leaks.
The Situation
While HDIS is one of the most successful brands in the incontinence space among more mature audiences, they came to ParkerWhite for help expanding to a younger, more digitally savvy target. Thus, Sofia & Grace was created. A new, bold brand that is destigmatizing urinary continence–empowering women to connect with other women and to live life with confidence and grace. Bringing this brand to life, we crafted the brand strategy, brand name, messaging, an extensive e-commerce website, interactive product selector quiz, high-end packaging system, social media strategy, and email marketing campaign to launch the brand.
What we did:
Brand Strategy
Brand Messaging
Naming & Brand Identity
Creative Packaging Design
Website Design
Social Strategy
Email Marketing
The Brand Strategy
We undertook a period of research to uncover consumer insights that led to the development of the Sofia & Grace brand strategy and naming that was fresh and approachable along with a look and feel that resonated with our empowered women.
Website and Product Selector Quiz
We strategized and designed a robust e-commerce experience where users could easily find their “Perfect Product” and manage their subscriptions – while providing educational content and building community.
Designing the Perfect Product Quiz
To help women navigate the ideal product for their lifestyle, ParkerWhite created an interactive quiz that suggests products based on their unique issues, measurements, and subscription preferences.
Email Marketing Strategy
A full email marketing strategy will support ongoing promotions, engagement, and nurture campaigns.
Driving Engagement Through Social Media Strategy
ParkerWhite created a social media strategy to position Sofia & Grace social channels as a safe community for women to talk openly, without feeling shame—establishing the brand as a trusted expert in urinary incontinence and building brand loyalty.
Unboxing Experience
The robust packaging system included a special box for first-time subscribers, card inserts to encourage customers to join the online community, and a surprise box filled with curated products from women-led businesses.
Let's start a conversation
We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.
