Dry mouth, taken seriously and made approachable.
XeroStrip is a dry-mouth oral-care strip with a genuine product edge: a proprietary eight-plus hour slow-release window, xylitol, and lubricating agents. The work built a direct-to-consumer brand from strategy through identity, packaging, and launch, positioning it as the go-to solution for xerostomia.
A medical problem, a category of clinical sameness.
Dry-mouth relief is a growing but unglamorous category dominated by clinical pharmacy-aisle brands. XeroStrip had to feel credible to people managing a real medical issue, from medication users to Sjogren's patients to aging adults, while staying approachable, trustworthy, and easy to reach for.
Empowering relief.
The brand essence, Empowering Relief, reframed the product around what it gives back rather than the discomfort it treats: confidence and normal life over symptoms. The tagline, Better sleep, better health, better living, carried that into everyday language, and a clear set of pillars, eight hours of relief, backed by science, improved oral health, and safe for all ages, anchored the message.
An X you can spot across a field of mint.
The identity built around a bold X-mark and a vivid mint-green world, with product-forward photography and a packaging system that has continued to evolve, including a recent refresh. A digital and landing-page system extended the brand into direct-to-consumer, built to capture interest and convert it.
A category brand, not a chemist's afterthought.
The work gave XeroStrip a distinctive identity, a confident message, and a packaging and digital system built to launch and scale direct to consumer in a category that usually settles for clinical.