DRI SPORT is a blue-sky concept that showcases our unique innovation process, running from market strategy and consumer research through to design and development.

We felt that the best way to explain this process to was to put it in context - and so we took up the considerable challenge of bringing talcum powder into the 21st century, creating a disruptive proposition that would engage with a new consumer market.

For too long, talcum powder has been perceived by consumers as messy, inconvenient and sold as a low value, commodity product; gradually losing shelf presence and disappearing from bathrooms in the UK. We believe that with new positioning, packaging and proposition, talc can become a high-value product again.

After an insightful discovery phase, we developed a talc-based sports product with a difference – a highly portable, no-mess solution that takes talcum powder from being an unexciting commodity product and transforms it into something that’s more valuable to the consumer.

DRI SPORT – a motion activated body powder that keeps you drier and fresher, reducing the risk of chaffing during sports and enhancing your performance. The concept utilises compressed talcum powder tablets that are crushed in the hand and then applied to the body. By using a tablet format, mess is vastly reduced in comparison to powder, while also allowing us to radically redesign the packaging into an easy to use, ergonomic dispenser.

The need we identified was that sportsmen and women need a product that can help reduce chaffing between sweaty skin and clothes, whilst being mess free, easy to use and portable.

The concept was advanced from sketch through to fabrication in our Development Lab, leading to the creation of aesthetic models that fully demonstrate how consumers would interact with the packaging, as well as the strong shelf presence of the proposition.

DRI SPORT is a great example of how we can identify an opportunity and deliver a proposition that will disrupt the market – from consumer research, through to design and prototyping.

Our balanced perspective addresses all critical factors involved in delivering any product to market, enabling us to develop propositions and concepts that integrate the needs of the business, the brand and the consumer.

If you’d like to know more about how we got to the DRI SPORT proposition, or just want to talk about talcum powder, please contact us.

Download the full case study.