THE BRITISH LIBRARY

Innovation and enterprise blog

17 March 2017

Dry Patch - A BIPC success story with a great sense of humour

Dry-Patch-logoSo many people think running a business has to be a serious matter. So it is refreshing when an entrepreneur proves the opposite.

I guess the most well known recent brand with a funny-bone is Innocent Drinks. They have included grass covered vans, a banana phone and slides in their offices, and a whole range of humorous labels on their bottles such as this one:

Innocent bottle

I first met Chris Gomez founder and CEO of Dry Patch a couple of years ago in an Advice Clinic here in the Business & IP Centre in London.

He immediately made an impression with his passion for the product, his professionalism, and understanding of his customers' needs. He also recognised he was addressing a niche market with his first product the Moto Seat Cover below. As a fellow motorcyclist and cyclist, I could see there was a lot of potential in his ideas.

Moto_GIF_grande

Once his website was up and running, I was pleasantly surprised to see just how much humour Chris had used to promote his brand. Here are a few examples:

  • With a focus on innovation and lifestyle, our premium products will keep you and your stuff dry... from the bottom up
  • We're not hairy bikers or Tour de France wannabes. We don't wear leather or Lycra to and from work but we do love the freedom of 2 wheels.
  • We're not going to ask you to start hugging each other at the traffic lights, but we are all 2 wheeled commuters and suffer the same conditions - from both the weather and other traffic.
  • We know that we are just little pin pricks in the bottom of the 1.5 million 2 wheel commuters in London, but we dream of being big pricks.

I also love the way Chris spells out his brand values in such clear terms:

When it comes to our products, we have 4 key values:

  1. it's kit you want (more on this below).
  2. it is 100% functional - our kit works really well and is made of the best materials for the job.
  3. it has to look great - there's too much stuff out there that works brilliantly for commuters on 2 wheels, that just doesn't look very good.
  4. our kit will always be innovative - we believe innovation is the key to developing brilliant new products that disrupt the rest of the market.

And even better Chris makes fantastic use of the Dry-Patch blog and social media channels. Twitter, Instagram, Facebook, Pinterest, and YouTube.

 Written by Neil Infield on behalf Business & IP Centre