SafeSoak
Simplifying self-care to an underserved audience of 30 million that simply couldn’t soak their feet.
Brand strategy, visual and verbal identity, eCommerce
Pain is something we take for granted. We’re born with the ability to feel if something is harming us. Neuropathy is a condition that deprives those affected of the ability to feel pain. SafeSoak created a footbath that can judge the water temperature for you so that you don’t have to.
Origin Story
Dr. Matt Capozzi set out on a humble mission to find a way for his patients with neuropathy to soak their feet without the risk of burning themselves.
His “ah-ha!” moment occurred when he realized he could create a safety indicator using the same thermochromic technology used for gimmicky color-changing promo materials, coffee mugs, and old matchbox cars.
Feature Me Not
Here’s the deal; electricity and water don’t mix, vibrating motors are heavy, and screens are confusing and hard to read.
Yet these are the features that every other footbath on the market boasts about having. SafeSoak doesn’t. So we created a personality that embraced its almost feature-less quality, self-aware and humorously humble.
The Moment of Relief
Another insight we found, which frankly wasn’t all that surprising, is that most people don’t like seeing pictures of feet, making it challenging when selling a foot bath. But you know what they say—when you can’t use feet, use humor. We created a campaign that only shows the model’s from the waist up right in the moment of relief.
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Heretic went beyond the role of a branding agency and felt much more like another partner. They helped me develop everything from the design of the actual product to the launch of the eCommerce store. Their approach to the brand strategy was liberating in that it showed us that we could break the mold of selling foot baths by doing the opposite of what other brands do to sell them.”
DR. MATT CAPOZI
Creator & Founder, SafeSoak
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Agency: Heretic LLC
Jeremiah John Louf
Brand Strategy, visual & verbal identity, package design, web designAustin Huck
photography & videoDevon Riley
development