Project Overview
MOOVE is a direct-to-consumer online brand that offers a range of women's underwear designed to provide sustainable period solutions. The brand's founder, Alizee, collaborated closely with BrandWorks to create a strong brand identity that resonates with the company's core values around sustainability. The brand name MOOVE was chosen to represent the brand's mission to help women move comfortably during their period cycle while also encouraging them to take action for change. The double "OO" in the name represents the brand's fluidity and interconnectedness, symbolising the life cycle. The tagline "Better Day" serves as a platform to inspire positive change in the community and the environment.
MOOVE’s innovative approach to reusable period underwear, coupled with its strong brand identity, has the potential to disrupt the women's underwear market. The brand's focus on sustainability and social responsibility differentiates it from traditional brands, creating a unique value proposition for its customers. With its commitment to providing comfortable, sustainable solutions for women during their period, MOOVE is set to make a significant impact on the industry and improve the lives of women around the world.
Project Commissioner
Project Creator
Minded Studio, subsidiary of BrandWorks Australia
Team
Strategist & Creative Lead: Michael Tan, Miranty Annisareta
Designers: Miranty Annisareta, Caisa Nilaseca
Project Manager: Marcellyna Citra
Project Brief
In Indonesia, periods continue to be considered a taboo topic due to cultural and religious stereotypes, leading many to view them as "dirty and unclean." Even in the cosmopolitan cities of Jakarta and Bali, discussing periods openly remains a challenge. However, this problem motivated Alizee, the founder of MOOVE, to develop a product that could improve the use of modern period products and enhance the lives of women of all ages.
Having previously established a successful retail business, 69 Slam, which specialised in surfing swimwear in Bali, Alizee was well-equipped to create an eCommerce retail business from scratch. She approached BrandWorks to create a brand for reusable period underwear that would promote a positive message for women and sustainability while normalising the conversation around periods.
The goal was to establish a forward-thinking brand that embodied their mission of "normalising all periods in a way that is good for people and the planet." BrandWorks was responsible for developing a comprehensive brand strategy, including brand story, messaging, tone of voice, copywriting, naming, and straplines. They also designed the brand identity and the end products, including collateral, packaging design, and website design, as part of the end-to-end brand creation and rollout.
Project Innovation/Need
MOOVE's brand identity was carefully crafted to promote their mission of helping people move comfortably during menstruation while also encouraging positive change. The founder worked closely with the BrandWorks team to develop the brand's name, which has a dual purpose of reflecting the company's purpose while encouraging customers to make a move for change. The double "OO" in the name represents the brand's fluidity, human form, and connectedness.
The brand's tone of voice takes on a caring and approachable "older sister" persona that is both wise and fun. MOOVE wants to be seen as the customer's number one cheerleader on tough days, or a cheeky best friend who makes them laugh even when it's not funny. To facilitate open discussion on a sensitive topic like periods, the brand's copywriting was intentionally positioned to be light, safe, and caring.
This brand identity is reflected in all aspects of MOOVE, from the website and social media to the packaging and unboxing experience. The period underwear is shipped in a signature green box with a thoughtfully written thank you and aftercare card, complete with a piece of chocolate to provide relief for the end-user and create a self-care experience. MOOVE's photography direction promotes inclusivity by showcasing women with different body shapes, sizes, and backgrounds, demonstrating the product's comfort and the brand's message through body movements, and encouraging women to be comfortable with themselves.
Design Challenge
The main obstacle faced by the young startup was persuading the public to try period underwear, which was a relatively new product in comparison to traditional period products like pads and tampons. Its higher entry price and concerns about hygiene and comfort made it difficult to convince customers about the long-term benefits of its reusability, environmental friendliness, and cost-effectiveness.
To tackle this challenge, the website was designed to address frequently asked questions and optimise the customer journey towards making a purchase. Interactive elements were incorporated to communicate the product's benefits, and the copywriting was crafted in an easy-to-understand tone of voice. For customers who showed interest but left their carts unfulfilled, a quiz was offered to create a free self-care plan tailored to their needs, with recommended MOOVE underwear that best suited their body type.
The website's overall strategy was to convey the message of MOOVE as the ultimate BFF, an "older sister" who makes periods easy and fun to talk about. Through this approach, the brand aimed to educate and assist its customers in adopting the use of period underwear, ultimately proving that it was a viable and sustainable alternative to conventional period products.
Effectiveness
MOOVE's carefully crafted brand experience has led to accelerated growth through various marketing channels such as social media and digital marketing. The brand has successfully built a strong and loyal customer base, with many first-time purchasers expressing high satisfaction with the product and making repeat purchases.
In addition to providing a sustainable and comfortable period product, MOOVE is committed to giving back to the community. Through a partnership with Bumi Sehat, a non-profit organisation in Bali, MOOVE donates one pair of period underwear to underprivileged girls and women for every two pairs purchased. This demonstrates MOOVE's commitment to empowering women and making a positive impact on the environment and society.
Despite starting as a new player in a highly competitive retail category, MOOVE has been able to achieve significant growth by creating a unique value proposition for its customers. The brand's commitment to sustainability, inclusivity, and positive change has resonated with its target audience and set it apart from traditional brands.
As MOOVE continues to expand its reach and impact, the brand remains focused on empowering change and making a positive impact on the environment, one female at a time.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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