Brand Tone

Empathetic, supportive, empowering, direct, destigmatizing, frank, playful positivity, and warm.

Brand Values

• •Authenticity and Empathy
• •Destigmatization and Empowerment
• •Community Building
• •Purpose-Driven Commerce
• •Quality and Thoughtful Design

Best Practices

• •Maintain the Founder's Voice: Always write from a place of authentic, lived experience. Use "I" and "we" to maintain the personal, founder-led feel. The story of Nat's diagnosis is the brand's anchor continue to weave that authenticity into all communications.
• •Speak Directly and Honestly: Avoid euphemisms. Use clear and destigmatized language like "period pain," "pelvic pain," "endometriosis," and "uterus." This frankness is a core part of the brand's mission to break down taboos.
• •Balance Empathy with Empowerment: While acknowledging the pain and frustration of chronic illness is crucial, always pivot to a message of support, comfort, and empowerment. The goal is not to dwell on the negative but to offer a positive, practical solution.
• •Center the Community: Regularly feature customer testimonials, stories, and user-generated content. Frame communications as a conversation within a community, not a monologue from a brand. Ask questions and encourage sharing.
• •Highlight the "Why": In product descriptions and ads, always connect the features back to the core values. For example, "The bright patterns aren't just for fun; they're to help you feel seen and start conversations." or "This heat pack is wearable because you deserve to have your hands free and your life back." This reinforces the thoughtful design and purpose behind every product.

Social Perception

The brand is perceived as a trusted, authentic, and high-quality small business. Customers view products as a 'godsend' and 'life saver,' particularly for endometriosis pain. It's seen as a 'for us, by us' brand, deeply resonating within the chronic illness community, with the founder viewed as credible and relatable. The charitable donations further enhance its positive reputation.

Copy Examples

• •Flare-ups don't follow a schedule. That's why we designed our wearable heat pack to be your constant companion. It's like a warm, hands-free hug that moves with you, whether you're at your desk or curled up on the couch. Because managing pain shouldn't mean putting your life on pause. #TheHappyUterus #EndoWarrior #PeriodPainRelief
• •This week, we received a message from Sarah in Melbourne. She told us our extra-long heat pack was the first thing that helped her sleep through the night during a bad endo flare. It's stories like Sarah's that remind us why we started The Happy Uterus. This was never just about selling heat packs; it's about creating tools for our community, by our community. Thank you for being here. - Nat
• •Tired of being stuck in bed with your hot water bottle? We get it. The Happy Uterus was born from the frustration of dealing with period pain and endometriosis. Our wearable heat packs are designed to give you comfort and freedom. Handmade in Canberra for your body. Ready to reclaim your comfort?
• •Say hello to the Flare Day Hoodie. We made this for the days when everything hurts and only the softest hug will do. It’s oversized, unbelievably cozy, and designed to make your flare day feel a little more chic. Because being in pain doesn't mean you can't be comfortable and cute.
• •Every order feels personal. We see you, we get it, and we're so grateful to be a small part of your care routine. ❤️ #Endometriosis #SmallBusinessAustralia #ChronicPain