The brief:
Rubbr is a Berlin-based app and niche delivery service focusing on fast delivery of intimate adult essentials, like condoms, tampons, and hygiene products. The startup hit a snag during the pandemic so it's on temporary hiatus, but let’s take a look at some of the early work we did together.
The challenge: Educate, inform, and provide a valuable service, surrounding a sensitive subject matter, to young adults, between the ages of 20 and 40, living in the Berlin area.
My role:
I was approached to lead all copywriting for the startup’s early stage development, which included research, ideation, A/B testing, package copywriting, slogan copywriting, and UX copywriting for the app and website.
Our target demographic: 20-40 year olds living in the Berlin area. My research showed injecting humor into the copy helped us navigate a potentially sensitive subject with a sense of clarity and levity that “broke the ice,” so to speak.
Highlights:
While the copy remained bold and direct, we needed packages left at the customer’s doorstep to be discreet, anonymous. The outer package would look like any other food delivery bag, but we had some creative freedom with the inner bag holding the products. We went with humorous and fun narratives leading up to the potential point of sale.
*The app needed to be as snappy as possible since the entire value of the business relied on quick and easy delivery, in thirty minutes or less. Check out these images from the App Store and on-boarding process.
*Check out some images from our social media, including a write-up we got in Berlin’s most widely circulated city magazine, Siegessäule.
