SLEAKS
Reimagining Incontinence Care
Challenge
Sleaks is a groundbreaking brand of leakproof, washable underwear designed to support individuals managing bladder leaks, offering reliable, discreet, and high-performing protection that eliminates bulk, leaks, and odours. The founder, a passionate entrepreneur, set out to disrupt the culture of disposable incontinence products. She approached BTI with the goal of creating a compelling brand strategy and identity that would bring this innovative product to market. She knew her product could make a difference, what she needed was a partner to shape the story, define the brand, and make the launch count. That’s where BTI came in.
Challenge
Sleaks is a groundbreaking brand of leakproof, washable underwear designed to support individuals managing bladder leaks, offering reliable, discreet, and high-performing protection that eliminates bulk, leaks, and odours. The founder, a passionate entrepreneur, set out to disrupt the culture of disposable incontinence products. She approached BTI with the goal of creating a compelling brand strategy and identity that would bring this innovative product to market. She knew her product could make a difference, what she needed was a partner to shape the story, define the brand, and make the launch count. That’s where BTI came in.
Solution
BTI began with collaborative discovery sessions to uncover the founder’s personal motivation and craft the core messaging behind Sleaks. We identified the product’s unique selling points: 3X more absorbency than competitors, dry touch, machine washable, and odour absorbent. These were combined with the brand’s ethos of freedom, empowerment, and reliability to craft clear and compelling brand messaging. This foundation inspired a distinctive drop-shaped logo with a protective underline and iconography representing each product benefit. BTI also developed comprehensive brand guidelines that covered story, voice and tone, purpose, positioning, tagline, photo and animation direction, and logo usage. Once identity was established, the brand was brought to life through bilingual packaging for the Canadian market, clearly communicating benefits in a sleek, modern, and emotionally resonant design.
Solution
BTI began with collaborative discovery sessions to uncover the founder’s personal motivation and craft the core messaging behind Sleaks. We identified the product’s unique selling points: 3X more absorbency than competitors, dry touch, machine washable, and odour absorbent. These were combined with the brand’s ethos of freedom, empowerment, and reliability to craft clear and compelling brand messaging. This foundation inspired a distinctive drop-shaped logo with a protective underline and iconography representing each product benefit. BTI also developed comprehensive brand guidelines that covered story, voice and tone, purpose, positioning, tagline, photo and animation direction, and logo usage. Once identity was established, the brand was brought to life through bilingual packaging for the Canadian market, clearly communicating benefits in a sleek, modern, and emotionally resonant design.
Result
With a cohesive brand in hand, the client partner had a strong foundation to launch the brand. The emotionally resonant messaging of “freedom without compromise” and a sleek, modern identity helped the founder tell an impactful brand story. Empowered with the right foundational assets, she secured funding through one of Canada’s leading television pitch competitions, validating both the product and its positioning. Delivered through BTI’s Voice Grant Program, this project helped an aspiring entrepreneur bring her purpose-driven brand to life, confidently, inclusively, and ready to disrupt the market.
Result
With a cohesive brand in hand, the client partner had a strong foundation to launch the brand. The emotionally resonant messaging of “freedom without compromise” and a sleek, modern identity helped the founder tell an impactful brand story. Empowered with the right foundational assets, she secured funding through one of Canada’s leading television pitch competitions, validating both the product and its positioning. Delivered through BTI’s Voice Grant Program, this project helped an aspiring entrepreneur bring her purpose-driven brand to life, confidently, inclusively, and ready to disrupt the market.
