Team
RDLB
Services
Brand & Identity Strategy
Creative Direction Digital Design
Web development Packaging
Ad Campaign
About
Incontinence & Strategic Inconsistency: How to end taboos by elevating the solution.
Made for Living is a premium incontinence underwear brand designed for comfort, discretion, and dignity. Manufactured by an expert team with decades of experience in diaper technology, the brand delivers industry-leading absorbency and fit—making it one of the most effective solutions in its category.
Primarily sold through Amazon and increasingly through subscription models, Made for Living sought to grow beyond a utility product and build lasting brand loyalty with an empowered customer base.
The Challenge
Despite their product's technological superiority, Made for Living's brand identity didn't reflect its premium positioning. Its use of overwhelming copy with a 'fast-food' aesthetic was conflicting with their product's price point, and purpose. In trying to escape from the taboo around incontinence, they unintentionally created a brand that avoided the topic altogether - leaving customers confused, unengaged, and hesitant to buy, let alone subscribe.
The Insight
Through a full audit of the category, consumer behavior, and deep strategic workshops with the internal team, RDLB discovered the central disconnect:
You can't de-stigmatize a taboo by pretending it doesn't exist. You need to normalize and humanize the experience.
Instead of sidestepping the issue, we reframed it. Incontinence wasn't the enemy - shame was. Made for Living didn't need to sell avoidance. It needed to sell confidence, normalcy, and elevated design.
Key strategic pivots included:
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Shifting the tone from evasive to empowering
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Framing the product not as medical or reactive, but as elevated everyday underwear—just with more protection
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Leveraging illustration, not stock photography, to normalize all body types and situations without visual discomfort
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Naming product lines with lifestyle-driven language ("The Just in Case," "The Bring It On," "The All-Nighter") to speak to use cases, not conditions
The Result
RDLB transformed Made for Living from a hidden solution into a bold lifestyle ally—delivering a unified identity that gave the brand long-term momentum and consumer trust.
Strategic Deliverables
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Brand Positioning & Messaging: Elevated tone of voice built on clarity, empathy, and empowerment. Clear articulation of product benefits without shame or over-sentimentality.
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Packaging Redesign: A clean, high-end design system with diverse illustrated figures and bold color segmentation per product type. Smart, witty taglines like “Nice try, leak. Not today.”
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Product Architecture: Lifestyle-driven naming system focused on scenarios, not symptoms—enabling easier consumer decision-making and emotional detachment from stigma.
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Website & Digital UX: Strategy for an elevated, easy-to-navigate site focused on normalizing the conversation and driving subscription engagement.
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Social Content Strategy: Normalization through community, helpfulness, and subtle humor—positioning Made for Living as a proud, intelligent choice.
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Brand Transition Plan: Gradual rollout plan preserving customer trust during the rebrand while educating them on the value behind the visual change.
With a new identity rooted in dignity, wit, and realism, Made for Living no longer hides behind euphemisms. It meets consumers where they are — honestly, confidently, and with elevated care.
