Gooch Guard

Product Design

UX Design

Branding

Marketing

E-Commerce


Background

Cycling can be uncomfortable - especially long sessions in the saddle. Bike fits, padded shorts, and special seats alleviate symptoms but can't always solve the problem of chafing and friction. Gooch Guard chamois cream was created to solve cyclists' problems with friction and chaffing.


Overview

As product designer, I conducted thorough research to understand cyclists' needs and launched an e-commerce cycling personal care brand. Deliverables included product labels, marketing, product detail pages, and a complete brand guideline.

The Riders

Talking to cyclists, I realized that many were embarrassed to discuss saddle discomfort. My product needed to accessible, and help people feel comfortable addressing the issue. I also gained key insights into cycling culture and tends that would inform my brand voice.


gooch guard product jar

Formulation

After partnering with a manufacturing firm, I collaborated with chemists to devfelop safe, all-natural product prototypes. Rigorous testing, both in the field and in the laboratory, ensured the product's efficacy, appearance, scent, feel, and safety.


gooch guard product jar

Product Packaging

I designed the product packaging to be simple and eye-catching. I used a black jar and a bold, colorful logo. The humorous name 'Gooch Guard' was chosen to make people feel more comfortable talking about the sometimes sensitive topic of chafing.

Digital Design

Successful e-commerce products require a strong brand identity and user-friendly detail pages. By focusing on compelling UX writing and aesthetically pleasing visuals, I created digital storefronts that converted browsers into loyal customers.

gooch guard product jar

Marketing

By engaging a dedicated community of product enthusiasts through an ambassador program, we garnered valuable feedback, increased brand visibility, and fostered a deeper connection with our target audience.

gooch guard product jar

Results

Gooch Guard successfully disrupted the personal care market and quickly became an Amazon #1 Best Seller. The brand was acquired by private equity in 2022 and enjoys continued success under the new ownership.