Comfort that stands out
When Curera, previously known as Ridex, approached GCNY, they were making a bold shift—from a mobility product company to a leader in disposable medical products. As an Amazon-exclusive brand, standing out on a crowded digital shelf was critical.
Our mission was clear: create a brand that not only conveyed clinical precision but also felt familiar and approachable to families, patients, and pet owners. The goal? To design a brand that would stand out in the marketplace and drive consumer confidence in a competitive, online-driven environment.
What we did
- Advertising
- Brand Identity
- Brand Positioning
- Brand Strategy
- Digital Marketing
- Naming
- Packaging
- Print Collateral
- Signage & Environmental
- UX/UI
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The Turning Point
Making it impossible to ignore
Curera’s challenge was to differentiate themselves in a highly competitive Amazon marketplace. In a sea of similar products, their brand had to grab attention instantly, with a focus on standout features that would make them the go-to choice for consumers. The key was ensuring that Curera’s absorbency benefits were front and center, easy to see, and immediately recognizable to shoppers scrolling through product options.
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The GCNY Partnership
A standout brand in the digital marketplace
With market insights and strategic design, we revamped Curera’s brand identity to make it bold, clear, and impossible to miss. To address the challenge head-on, we developed the “5-Layer Leak Lock,” an innovative feature that offered superior absorbency. This feature was placed front and center on the packaging, ensuring it stood out in the hero image and was the first thing shoppers would notice. By strategically positioning this key feature alongside other benefits, we made Curera’s product impossible to overlook. Our approach not only helped Curera’s absorbency features stand out but also established the brand as the top choice in the disposable medical product category. The result? Curera became the go-to brand for Amazon shoppers, with a distinctive identity that captured their attention and trust.
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Results
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47%
Increase in product visibility on Amazon
-
68%
Boost in consumer engagement and product conversions
-
Curera was positioned as the #1 choice in absorbency, setting the brand apart from competitors
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-
The Turning Point
Making it impossible to ignore
Curera’s challenge was to differentiate themselves in a highly competitive Amazon marketplace. In a sea of similar products, their brand had to grab attention instantly, with a focus on standout features that would make them the go-to choice for consumers. The key was ensuring that Curera’s absorbency benefits were front and center, easy to see, and immediately recognizable to shoppers scrolling through product options.
-
The GCNY Partnership
A standout brand in the digital marketplace
With market insights and strategic design, we revamped Curera’s brand identity to make it bold, clear, and impossible to miss. To address the challenge head-on, we developed the “5-Layer Leak Lock,” an innovative feature that offered superior absorbency. This feature was placed front and center on the packaging, ensuring it stood out in the hero image and was the first thing shoppers would notice. By strategically positioning this key feature alongside other benefits, we made Curera’s product impossible to overlook. Our approach not only helped Curera’s absorbency features stand out but also established the brand as the top choice in the disposable medical product category. The result? Curera became the go-to brand for Amazon shoppers, with a distinctive identity that captured their attention and trust.
-
Results
-
47%
Increase in product visibility on Amazon
-
68%
Boost in consumer engagement and product conversions
-
Curera was positioned as the #1 choice in absorbency, setting the brand apart from competitors
-
MetroDoc
