Brand Tone

The new brand, 'Spicey,' adopts a tone that is empowering, playful, bold, and positive. It moves the conversation from solely managing pain to finding joy and embracing a "fresh look & vibe."

Brand Values

• •Empathy & Support: Providing real solutions for pain, specifically for conditions like endometriosis.
• •Inclusivity: Commitment to size inclusivity, offering a range from XS to 4XL and rejecting the separation of "straight-size vs. plus size."
• •Empowerment & Rejuvenation: Championing rebirth and overcoming challenges, symbolized by the "black rose."
• •Joy & Confidence: Directly aiming to bring "joy" to customers, shifting the focus from a medical necessity to a lifestyle-enhancing product.

Best Practices

• •Use Empowering Language: Frame content around strength, confidence, and taking back control. Use active, vibrant words like "bold," "vibrant," "power," and "joy."
• •Focus on the 'After' Feeling: Don't just sell a heat patch; sell the relief and freedom it provides. Describe the positive outcomes: a productive day, a comfortable night out, the ability to wear what you want, and the feeling of "joy and relief."
• •Be Bold but Approachable: Embrace the playful and slightly provocative 'Spicey' name, but ensure the message remains inclusive and supportive. The copy should be confident, not alienating.
• •Maintain the Core Mission: While the tone is new, don't lose sight of the original purpose. Acknowledge the real struggles of endometriosis and chronic pain to retain the trust of the core "EV Warriors" community.
• •Create a Community Dialogue: Use questions and calls-to-action that encourage sharing and destigmatize conversation. For example: "What would you do with a pain-free day?" or "Share how you #GetSpicey and take on the world."

Social Perception

The original brand was likely perceived as a niche, purpose-driven company for those within the chronic pain community. The pivot to 'Spicey' is an attempt to broaden this perception, making the brand more accessible and appealing to a wider audience that values wellness, self-care, and a vibrant lifestyle, while still serving its original core customers.

Copy Examples

• •Don't let period pain cramp your style. Our Universal Heat Patch is here to turn down the discomfort and turn up the heat. Go live your life, we'll handle the rest. #GetSpicey #PeriodPower #Wellness
• •Feel the relief, find your spice. Our heat patches are designed for your body, so you can get back to being you. Boldly.
• •Your monthly rescue kit just got a ✨spicey✨ new look.
• •More than just a heat patch, it's your permission slip to feel good. Sleek, discreet, and powerful, it targets pain so you can focus on pleasure, productivity, and peace. Embrace the soothing warmth and get back to your vibrant life.
• •Tired of letting bloat and cramps call the shots? It's time for a new vibe. Spicey's Universal Heat Patch delivers targeted relief with a side of joy. Join the movement of women who refuse to be sidelined. Shop now and #GetSpicey!