Brand Tone

friendly, relatable, reassuring, and body-positive. Also slightly humorous and down-to-earth

Brand Values

• •Comfort
• •Confidence
• •Solution-Oriented
• •Sustainability
• •Quality
• •Inclusivity/Body Positivity

Best Practices

• •Know Your "Why": Always circle back to the founding mission – providing comfortable, confidence-boosting underwear solutions. Let this purpose guide your language.
• •Speak Like a Friend (Who Understands): Use relatable, empathetic language. Acknowledge common underwear frustrations directly and position Midies as the understanding solution. Avoid overly technical jargon.
• •Highlight Benefits, Not Just Features: Instead of just saying "bamboo fabric," explain *why* it's great: "keeps you cool and dry," "gentle on sensitive skin." Focus on how the product improves the customer's life.
• •Be Consistent Across All Channels: Whether it's a website FAQ, an Instagram caption, or a TikTok video, the core tone should remain consistent. Adapt the style slightly for the platform (e.g., more playful on TikTok) but keep the friendly, supportive essence.
• •Incorporate Customer Language (Authentically): Pay attention to how customers describe their experience in reviews ("so comfy," "don't ride up," "life-changing"). Weaving in similar phrasing (where genuine) can make the copy even more relatable and credible.

Social Perception

Positive Customer Feedback: Comfort, softness of fabric, good fit, and the underwear not riding up. Effective Problem Solving: Addresses specific issues like chafing, the need for comfortable options for panty liners, and sensory sensitivities. Social Media Engagement: Highlights the comfort and practicality of their underwear in a relatable way. Minor Criticisms/Queries: Desire for more color options or slight sizing inconsistencies

Copy Examples

• •Headline: "Say Goodbye to Chafing. Hello All-Day Comfort. ✨" Body: "Tired of underwear that dictates your day? Our bamboo boxer briefs are designed by a mum who gets it. Soft, breathable, and stays put – so you can focus on *you*, not your undies. #yourbodyyourcomfortyourway"
• •Headline: "Finally! Underwear That Works *With* You (and Your Favorite Dress)." Body: "Love the look of a dress but dread the thought of layering? Midies are your secret weapon for smooth lines and chafe-free confidence. Plus, they're reusable pad friendly! Comfort and practicality, all in one. 😉"
• •Headline: "Bloated? Sensitive Skin? We've Got You Covered (Literally!)." Body: "Our ridiculously soft bamboo fabric is gentle on your skin, and our smooth-fit designs mean no digging in, ever. Because feeling good in your underwear shouldn't be a luxury, it should be a given. Try Midies and feel the difference."
• •Headline: "Sustainable Comfort That Feels as Good as It Looks." Body: "Made with love from Oeko-Tex certified bamboo and shipped in eco-friendly packaging, Midies are an underwear choice you can feel great about, inside and out. Comfort, meet conscience. 🌿"
• •Headline: "Join the Midies Movement: Real Women, Real Comfort." Body: "Thousands of women have made the switch to Midies and haven't looked back! 'The best, most comfortable undies ever,' says Michelle-Marie S. Ready to find your perfect pair? We offer a Try On Guarantee! #MidiesLove"