The Hyba™ Hype on a
Worry-Free Way to Wipe

Hyba® by Quilted Northern®, a 3-in-1 toileting system, was created around the proposition of improved personal cleansing through customization, technology and simple human ingenuity. Designed to address the serious plumbing issues caused by wet wipes that wouldn't break down when flushed, Hyba® was an innovative idea in need of a catchy story to break through. As part of the creative team tasked with bringing this idea to market via Amazon®, my role was to help articulate the better future state Hyba® promised by making a compelling case for how this system improved upon the past.

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To help position the system as the next step forward in improved personal cleansing, I came up with the brand's Evolve Your Clean™ concept and tagline. Working with my creative partners, we brought this concept to life for our clients via packaging copy, web and digital content and an animated post for social that detailed the sometimes questionable history of toileting habits until Hyba® came along.