Born out of the desire to give women the freedom to pursue their day without having to feel self-conscious, our mission is simple: we want to normalise all periods in a way that is good for you and the planet.

Project Background

Over 12 billion single-use period products are used by 67,5 million menstruating females in Indonesia every year. These single-use period products turn into landfills and take around 800 years to break down. The rest of it ends up in our waterways and eventually the ocean, eaten by marine life, all of which is an integral part of the food chain and ultimately our food. 

In addition, conventional period products available in Indonesia are not easily accessible to all. Women who live in remote areas don't always have access to clean and safe period products. As a result, they often use other unhygienic methods that can cause them harm. For younger teens, they will miss school during their period due to this lack of availability, which results in missed opportunities and compromised educational outcomes.

Periods unfortunately remain a taboo topic in Indonesia. Due to prevailing cultures and religious stereotypes, some see it as “dirty and unclean” and tend to avoid talking about it openly, even in the cosmopolitan cities of Jakarta and Bali. This prevailing issue had a lasting impression on Alizee, the founder of Moove, to create a product that could help improve the use of modern period products and improve the lives of many females, young and mature.

 With a strong background in retail off the success of a major surfing swimwear clothing label in Bali, 69 Slam, Alizee understood how to create an eCommerce retail business from scratch. With a clear vision and purpose, she engaged BrandWorks to create a brand for reusable period underwear that she carefully developed whilst promoting a positive message for women and sustainability. 

The brief was to create a forward-thinking brand that championed their mission - “to normalise all periods in a way that is good for people and the planet”. BrandWorks was engaged to provide an end-to-end, brand creation and rollout, starting with strategy (brand story, messaging, tone of voice, copywriting, naming & straplines), brand identity and end products (collateral, packaging design & website design). 

Approach

BrandWorks worked closely with Alizee and her team to develop the concept and come up with the company’s name. The name MOOVE was chosen with a dual purpose; to promote the company’s purpose to help everyone move comfortably during menstruation and to encourage them to make a move for a change. Together with its powerful meaning, the double OO was strategically used as a representation of a life cycle, mimicking the brand's fluidity, and showing a resemblance of the human form and connectedness. The tagline "Better Day" - serves as a platform for the brand to inspire a better day for their community and the environment too.

The brand’s tone of voice takes on the “older sister” of yours, who is wise but also knows how to have fun. MOOVE is your number one cheerleader, to help you on the days when you’re having a hard time or your cheeky best friend who laughs at your joke, even though it's not funny. The copywriting was intentionally positioned so the difficult topic of Periods could also be more openly discussed in a light, safe and caring way.

"This is the first time I've been directly involved with a project that primarily targets Indonesian women and menstruators. It is a needlessly taboo subject, yet it's near and dear to my heart. I keep the following three keywords in mind while working on this project: approachable, inclusive, and informative. Watching the brand take shape to be what it is today is such a rewarding experience."
— Miranty, Creative Lead

This direction is seen through many touchpoints, from the website and social media posts to the packaging and unboxing. The period underwear is shipped in a signature green box together with a thoughtfully written thank you and aftercare card with a piece of chocolate providing relief for the end-user, just like a self-care pack. Visually, the brand’s photography direction promotes inclusivity by showcasing women with a variety of body shapes, sizes and backgrounds, demonstrating the product’s comfort and the brand’s message through body movements, encouraging women to be comfortable with themselves.

The Challenge

To educate the market on how it works and its key benefits as a new type of period product was a big challenge for the young startup. Convincing the general public to try it was the biggest challenge. Period underwear is relatively new in the market when compared with conventional period products (pads & tampons). With an entry price that is slightly higher and some questioning its hygiene and comfort, the challenge was to convince the public of the long-term benefit of being reusable, better for the environment and cheaper to use in the long run. 

The website was thoughtfully designed to answer those key questions whilst optimising the customer’s path to purchase. To explain the frequently asked questions, interactive elements were adopted to aid in communicating its key benefits and copywriting with an “easy to follow” tone of voice. For shoppers who showed interest but left carts unfulfilled, the site featured a quiz where a free curated self-care plan was created just for them, with recommended MOOVE underwear that would be best suited for their body. The website formed part of the strategy to emulate the “older sister of yours”, you’re ultimate BFF helping you through the tricky subject in a simple and fun way; Periods made easy.

Results

Through the many thoughtful touchpoints to deliver the brand experience, MOOVE has been able to achieve accelerated growth through social media, digital marketing and building up a very strong, loyal database of first purchasers who have shown to be very satisfied with the product and repurchases. In collaboration with Bumi Sehat, MOOVE also donates one pair for every two underwear purchased to underprivileged girls and women in Bali. 

From small beginnings as a brand new startup in a highly competitive retail category, MOOVE seeks to further empower change and positive impact on the environment, one female at a time.