Eddie by Giddy
Rebrand, Product Design
A revolutionary medical device combating E.D. aimed at restoring confidence and vitality in the bedroom.
Eddie by Giddy is a wearable device intended as an alternative treatment method for erectile dysfunction (ED). Developed by a urologist who utilized imaging technology to analyze blood flow into the penis, this scientifically engineered device delivers results without the side effects of pills. It is a Class II medical device registered with the Food and Drug Administration (FDA).
01
Project
Overview
Scientifically engineered for performance and clinically proven.
(DETAILS)
Type
Category
Services
Model
Brand Transformation
Health and Wellness
Identity, Activation
B2C
02
Challenge
From Medicinal to Magical: Unveiling the Hidden Depths of a Company's Journey into Love, Lust, and Confidence
The company has struggled to shift its persona from being solely a medical device for deficiencies to an identity that encompasses lust, love, and confidence. After an in-depth analysis, I delved into understanding the customer profile. While erectile dysfunction (ED) is commonly associated with 5-10% of men over 40, a recent study revealed a prevalence of 26% among men younger than 40. Despite its widespread occurrence, ED remains vastly underreported, with an estimated 70% of patients going undiagnosed due to reluctance fueled by fear or shame.
Current Gen
Next Gen
Current Gen
Next Gen
03
Brand Strategy
Position the brand for a new frontier in medical technology
So, how do we bridge this gap and dismantle the stigma?
The original light blue packaging screams "medical device," hardly stirring enthusiasm. Let's admit it—no one relishes needing the support of a medical device. The product's allure failed to align with user needs or evoke feelings of intimacy or pleasure.
In our rebranding effort, I prioritized inclusivity and strength, opting for a sleeker design and a flesh-tone palette. This subtle shift is poised to reshape perceptions of the device and resonate with our target audience.
WHAT WE ACCOMPLISHED
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Logotypes
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Color Palettes
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Art Direction
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Brand Guidelines
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Audience Persona
04
Visual Identity
A visual identity that sits across lust, love and health.
Drawing inspiration from the intricate shapes of bed sheets after "occupancy", we combined the fluid lines of wavy formations to establish our signature brand pattern. This created a symbol that embodies the essence of the product – performance in sexual activity. To reinforce this idea, we incorporated the wavy patterns as graphic elements that capture the intimacy that bed partners share. Using a clean, minimalist display font creates a touch of understated modernity while also providing stability and balance to the movement of the design.
Balboa
Balboa is a display design combining elements of early sans serif and grotesque types with contemporary types. It evolved from Headline Gothic, Banner (a headline typeface I drew for the San Francisco Chronicle), and Newsweek No.9, a Stephenson Blake-like grotesque I designed for Roger Black’s 1980 redesign of Newsweek.
Foundries: Parkinson Type Design
Color
New frontier in wearable technology
