The comfort and confidence to live your life to the fullest – it’s not a tagline you would associate with continence care products. James Cormie approached Wow Creative to bring his vision of Cormie, supplying continence care products to the Australian market, to life. The world didn’t need more incontinence products. It needed better ones. Cormie is based on advanced scientific research and development in the world of continence care products – products that keep you dry, comfortable, looking good and feeling confident. Over a 12 month period, we worked through Cormie’s messaging, a brand style guide and packaging. We needed to demystify the category by removing jargon and confusion, using plain speaking science, not persuasive marketing messages to bring the light to a quality product.