ThermaCare

(Proctor & Gamble)

Problem.

In 1994, Proctor & Gamble came to Lexicon in need of a brand name for their disposable heating pad that communicated drug-free pain relief and suggested comfort via warmth.

Solution.

The constructed solution, ThermaCare delivered a clear message that linked the product with precision heat delivery, while also providing a compassionate, humanistic image. “Care”supported the promise of relief, and the familiarity of the word tempered the slightly technical sound of the word “therma,” which was derived from the Greek root “therm” meaning heat.