Peelaways
For the moment where caregiving becomes too heavy to carry
About the project
Peelaways was invented by the founder of Peel Away Labs after hearing from thousands of customers that the breaking point wasn't the accident itself — it was the laundry. Discovering a soaked bed at 2am. Pre-rinsing before the washing machine. Sheets that didn't survive. Peelaways is a layered, disposable bedding sheet that looks and feels like a real sheet, built for families, caregivers, and healthcare professionals dealing with leaks when diapers and pads fail. Originally featured on ABC's Shark Tank in 2015 under the name AFreSHeet, the product has since been refined through years of real-world use by the more than 63 million unpaid caregivers in the United States.
The challenge
A product solving a genuinely painful problem — but a store that didn't communicate the depth of that problem or why Peelaways was the answer. The product page failed to explain the layered system clearly, the checkout wasn't optimised for the bulk orders caregivers need, and site performance was a liability given the brand's media-driven traffic spikes.
What we built
Rebuilt the store around the caregiver story — leading with the emotional reality customers describe (saved my back, saved my sleep, saved my sanity) before explaining the product. Explainer-style PDPs with visual layer diagrams. Performance-optimised for traffic spikes. Bundle pricing for multi-pack orders. B2B inquiry flow for care facilities. Subscription options for recurring household use.
The store
