Brand Tone

empowering, bold, educational, inclusive, authentic, supportive

Brand Values

• •Sustainability
• •Empowerment & Activism
• •Inclusivity & Body Positivity
• •Breaking Taboos
• •Comfort & Quality

Best Practices

• •Lead with Empowerment: Always frame messaging around strength, confidence, and capability. Use active, powerful verbs. The "Wake Up Kick Ass" philosophy should be a guiding light for all copy.
• •Be Boldly Authentic: Don't shy away from using direct terms like "period," "blood," and "leak." Avoid euphemisms. Use real stories and unedited visuals to maintain authenticity and break taboos.
• •Educate and Inform: Back up claims with data and facts, especially regarding sustainability and cost savings. Position the brand as a knowledgeable and trustworthy resource for menstrual health.
• •Champion Inclusivity: Ensure language and imagery are welcoming to people of all sizes, ethnicities, ages, and abilities. Use inclusive terms like "people who menstruate" alongside "women."
• •Foster Community: Use a conversational and supportive tone. Ask questions, encourage comments, and share user-generated content to build a dialogue and reinforce the idea of a shared movement.

Social Perception

WUKA is perceived as a pioneering, purpose-driven brand that genuinely cares about its customers and the planet. It's seen as a trustworthy and effective solution for period management, a leader in sustainable period care, and a powerful advocate for menstrual equity and environmental responsibility. Its campaigns are lauded for their bravery and positive social impact.

Copy Examples

• •Periods without plastic. Confidence without compromise. Wake Up & Kick Ass.
• •Your body, your flow, your rules. We're just here to make it more comfortable and sustainable. Our award-winning period pants are designed for every leak, from your first period to the last. #WUKA #PeriodPositive #SustainablePeriod
• •Ready to ditch disposables for good? 💚
• •Join the 930,000+ who have kicked plastic pollution's ass. One pair of WUKA pants replaces 200 disposables from landfills. Make the switch to leak-proof comfort that’s kinder to your body and the planet. Shop now.
• •For days when your flow is in charge. Our Super Heavy Flow pants are your ultimate defence, holding up to 6 tampons' worth so you can go about your day (and night) completely leak-free and worry-free. Because your period shouldn't stop you.