my box shop
Launched a new organic tampon subscription brand in a saturated market, with a bold and assertive brand identity that combined real-girl humor with a strong focus on self-care and wellness.
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Launch a new, toxin-free and organic tampon subscription brand in a saturated market, where women had no idea the tampons they've been using their whole life were laden with harmful chemicals.
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After auditing the competitive landscape, we identified four brand directions:
WTF: Why are you still using chemicals?
It’s Only Natural: End the stigma around periods.
Can’t Stop, Won’t Stop: Live life despite your period.
Embrace the Suck: Take care of yourself during your period.
We developed brand statements, mood boards, and surveys to gauge responses from the target audience. In addition to the gaps we identified in the organic tampon market, the insights gleaned from this primary research helped guide us to a unique direction for the brand that would resonate with it's intended audience.
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Women are mindful of what they allow in their lives, practicing self-care as self-love.
They prefer health and wellness messages, with humor as a secondary appeal.
The brand voice needed to be assertive, yet caring, reflecting real-girl humor.
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From these insights, we developed the brand idea — Above all else, take care of yourself. No toxins belong in your body, period. The idea is supported by three brand pillars— 1. Self-care is self-love 2. Making healthy choices for your body is important 3. Making healthy choices for your mind (relationships, self-care) is important.
The ideas of self-love, openness to humor, and personal relationships resulted in a personality that took on the real-girl humor of Chrissy Tiegan. And because the audience was averse to activism messages, the brand took on a voice that was assertive, but caring, like a friend who wants to see you make good choices for yourself because they care about you. It was honest, but no bullshit. It inspired confidence to take care of yourself, without being preach-y.
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The creative team, led by Copywriter, Cameron Day (Son of Guy Day, TBWA Chiat/Day) and Creative Director, William Gelner (former Group Creative Director, BBH NY) received this brief.
Cam and William were incorporated throughout the entire brand development process. When it came to nailing down the voice and personality, we shared clips of Amy Schumer’s standup, Chrissy Tiegan’s tweets and social posts, and videos that portrayed the honest confidence of Olivia Wilde.
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The brand strategy led to successful packaging lines, website copy, and product launch to market.
