Incontinence for women is almost a taboo subject and has become a secret condition around the world. Confitex wants to change that. They see a world without adult nappies or paper hygiene products. Instead, they have created hi-tech, beautifully designed underwear for women of all ages.
As a true disrupter, Confitex came to us with an idea – to launch their Hi-Life range of absorbent underwear with a runway show at New Zealand Fashion Week. Our challenge was to deliver a creative strategy, visual identity, print collateral and digital content for the show.
And we only had three weeks.
Our solution was to create a high-fashion luxury brand identity to match their luxurious range of lace underwear. The kaleidoscope imagery used provocative poses along with sensual cues from the product designs – their floral lace patterns and design.
While the product walked the walk, Confitex talked the talk, raising awareness of incontinence and their new product ranges.
Their Everyday and Sports ranges are driven with the same defiance, bravery and joy, all aligned to their brand promise – ‘don’t hold back’ supporting the unwavering pursuit of an unrestricted life.