Brand Tone

empowering, reassuring, and playful

Brand Values

• •Comfort and Confidence
• •Sustainability
• •Health and Safety
• •Discretion and Security

Best Practices

• •Embrace the Pun: Use clever and lighthearted wordplay related to periods and confidence (e.g., "bloody good times," "cramp your style"). This keeps the tone playful and relatable.
• •Speak Like a Friend: Address the customer directly with a supportive and understanding voice. Use "you" and "we" to build a sense of community and trust.
• •Focus on Freedom and Empowerment: Frame the product not just by its features, but by the freedom it gives the user—freedom to wear what they want, do what they want, and feel confident.
• •Balance Playfulness with Reassurance: While the tone is often fun, always ground the copy in the product's core benefits: security, comfort, and reliability. This ensures the customer feels both entertained and secure in their purchase.
• •Highlight Sustainability: Consistently mention the eco-friendly aspect of the product. This appeals to environmentally conscious consumers and reinforces one of the brand's key values.

Social Perception

The public and customer perception of Mooncheeks appears to be positive, focusing on the comfort and effectiveness of the product. The brand is seen as a liberator from the inconveniences of periods, allowing users to "rock any outfit" and go about their day without worry, providing women with "confidence and grace". The general sentiment is that Mooncheeks offers a reliable and more comfortable alternative to conventional period products.

Copy Examples

• •Stop letting your period call the shots. Leaks, discomfort, and holding back? Not on our watch. Mooncheeks is designed for zero distractions and 100% confidence, so you can live your life, uninterrupted. Get ready for bloody good times.
• •Your whitest sheets are no longer off-limits. Sleep soundly without the fear of leaks. Our period underwear offers snug, all-night protection that moves with you. Wake up to comfort, not to stains.
• •Wear the darn yoga pants. Bulky pads that show through your clothes? We’ve cancelled them. Mooncheeks are so discreet and comfortable, you’ll forget you’re even on your period. Now go own that yoga class.
• •Good for your body, better for the planet. Ditch the monthly waste of disposable pads and tampons. One pair of our washable, reusable underwear saves countless disposables from landfills. Make your cycle more sustainable.
• •Periods are natural. Discomfort shouldn't be. We believe period care should be as comfortable as your favorite pair of undies. That's why we made them one and the same. Experience the freedom of fuss-free periods.