Carolyn and I just got news that Wildhawk's packaging won a design award from The Dieline.
Check it out:
If you've never heard of The Dieline, don't worry. Neither had I until a few weeks ago.
It's basically the place the packaging design world goes to figure out what good packaging looks like. So it's a nice thing to win.
But honestly? The trophy isn't the part I care about.
Here's the part I care about:
For decades, the entire incontinence aisle has looked like a hospital threw up on a pharmacy shelf.
Beige boxes. Medical fonts. The unmistakable visual language of: this is a diaper, and you're the guy who needs one.
The packaging tells you, before you've even opened it, that something is wrong with you.
Carolyn and I refused to do that.
Two years ago, when we were designing the Wildhawk box, we made one rule:
The packaging has to speak to the guy wearing the underwear, not to the condition he happens to be dealing with.
So we made the Wildhawk box bold. Orange. Confident. We talked about the actual technology inside — the fabric that dries in seconds, the odor-blocking, the fact that it's not bulky like every other incontinence underwear on the market.
We designed it to look like something you'd be fine grabbing off a shelf with other people around. Something that signals you bought the better product. Not the sad one.
The Dieline award is a nice external sign that we got something right.
But the real win is what the box says to you when it shows up at your door: That you didn't settle. That somebody in this category finally built a product — and packaging — worthy of the guys actually buying it.
- Jack
Co-founder & CEO, Wildhawk
