Creating a comfort-first continence brand from a blank page, designed to feel premium, human and anything but clinical.
Some categories have stood still for so long that the people in them stop expecting anything better. Adult continence is one of them.
For a founder launching into that space, the opportunity was not to add another product to the shelf, but to build a brand that finally treated its wearers with dignity. Truly Deeply worked with Svelte from the ground up, across market review, strategy, naming, identity and packaging, to do exactly that.
A category that forgot its wearers
Incontinence affects around 25 to 30 per cent of the population. It is most common in women, particularly after childbirth, but it reaches people of every age, including those living with chronic illness or disability. Despite that reach, most products remain bulky and uncomfortable, and the packaging tends to add shame to an already private purchase.
Outdated branding has narrowed the category to a single, ageing stereotype, leaving the many people who need a better solution unable to see themselves in anything on offer. That gap was the opening for Svelte, and Truly Deeply treated it with real care. As founder Liz Muturi puts it, the team “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.”
Strategy before anything else
For a startup, the brand strategy is the foundation everything else is built on, so it came first.
Working closely with Liz Muturi, Svelte founder, Truly Deeply anchored the brand in a single essence: fearless freedom. It is an aspirational, motivating idea that speaks to the audience’s desire to live without limits, supported by a plain-spoken promise of comfort you forget you are wearing. From there came a full strategic framework, spanning brand beliefs and values, a brand story, positioning, messaging and personality.
For a new business, this is the toolkit that guides, protects and grows the brand long after launch. It was careful, considered work, with a team Muturi describes as approaching the project “with care, patience and real strategic depth.”
Distinctive and elegant, from the name down
Svelte signals elegance before you read a word of copy. It carries connotations of sleekness, grace and quiet confidence, telling the wearer that a continence product can be flattering rather than bulky or clinical. It respects the wearer and it builds instant memorability, the kind of clarity a startup needs when it has one chance to make a first impression.
To make the name an asset the business could own and defend, we worked with our IP legal partner to conduct comprehensive trademark searches and guide the name through registration.
Design that feels barely there
The identity is simple, refined and sophisticated. It is built around a beautifully crafted wordmark that expresses lightness and comfort, layered onto a visual language inspired by the thin, barely-there layers that wrap around the wearer. A rich, gentle palette of muted navy, premium neutrals and subtle accents of colour adds depth without distraction. Together, the wordmark, the layers and the colour form a restrained, considered and luxurious identity and packaging system, one that looks at home in a premium space rather than hidden at the back of a shelf.
The measure of a new brand is whether it feels like it belongs, and whether the founder believes in what they have made. On both counts, Svelte delivers. The brand “now feels beautiful, considered and very different from what currently exists in the category,” says Muturi, who is proud of what was built together and recommends Truly Deeply “without hesitation.”
Services Market review, brand strategy, naming, brand identity design, packaging design and production.
About Svelte Svelte is a new comfort-first pull-up continence underwear. Designed in Australia and crafted in Japan, it is fully breathable, soft and premium, made to feel lighter and less bulky than traditional continence products. Svelte brings a long-overdue rethink to a category that has ignored its wearers for too long.
