Brand Tone

Empathetic, Supportive, and Empowering. It is also informative and reassuring, aiming to educate the consumer while making them feel understood and confident. The language is positive and direct, using words like "confidence," "freedom," and "comfort" to frame the product as a solution that enhances life.

Brand Values

• •Dignity and Confidence
• •Sustainability
• •Community and Support
• •Comfort and Quality
• •Femininity and Design

Best Practices

• •Lead with Empathy, Not Fear: Always frame the conversation around empowerment, confidence, and freedom. Avoid language that focuses on fear or embarrassment. Instead of "Don't be embarrassed by leaks," use "Live confidently without leaks."
• •Use Supportive and Inclusive Language: Employ words like "community," "we," "together," and "support" to reinforce the brand's value of building a safe space. Ensure the language is welcoming and speaks to a shared experience.
• •Balance Function and Feeling: While it's important to explain the technical benefits (e.g., "holds up to 15ml," "bamboo viscose"), always connect them back to an emotional benefit (e.g., "so you can sleep soundly," "to keep you fresh and comfortable").
• •Highlight Discretion and Normalcy: Consistently use phrases like "feels like regular underwear," "discreet fit," and "under any outfit" to reassure customers that the product will integrate seamlessly and invisibly into their lives.
• •Champion Sustainability: Regularly mention the eco-friendly aspects ("reusable," "washable," "alternative to disposables") to appeal to environmentally conscious consumers and reinforce the brand's position as a modern, thoughtful solution.

Social Perception

The perception of Taip is highly positive. Customers perceive the brand as a trustworthy and effective solution to a sensitive problem, valuing the product's comfort, reliability, and discreet design. It's seen as a game-changer offering a more dignified and comfortable experience, and also as an innovative and socially conscious enterprise.

Copy Examples

• •Headline: Confidence in Every Stitch. Body: Don't let leaks dictate your day. Our beautifully designed, absorbent underwear offers you complete protection and whisper-soft comfort. Live freely, without a second thought.
• •Headline: The Sustainable Choice for Peace of Mind. Body: Say goodbye to disposable pads and hello to freedom. One pair of Taip underwear is washable, reusable, and designed to keep you fresh and dry all day. Good for you, good for the planet.
• •Headline: You, Uninterrupted. Body: Whether it's a long walk, a good night's sleep, or a fit of laughter, live in the moment. Taip is the discreet, reliable protection that feels just like regular underwear. Because you have more important things to think about.
• •Headline: Designed for Women, by Women. Body: We get it. That's why we created Taip—absorbent underwear that’s as stylish and comfortable as it is secure. Reclaim your confidence with a solution born from real experience.
• •Headline: Your Secret is Safe. And Dry. Body: Made with ultra-absorbent, odor-reducing bamboo fabric, Taip offers invisible protection under any outfit. It’s the confidence-boosting secret you’ll want to keep.