“In just a few sessions together, Helle and designer Emma used their experience to get to the heart of our brand. Peeling away layer after layer, they discovered our soul and purpose from which they grew our core visual and written assets that we still refer to today. In short the brand they forged is by far our most valuable differentiator – we were lucky to have found them so early in our journey, and we continue to lean on their combined wisdom and skill. They’re also just really unwanky and fun to work with.”
THE CHALLENGE
DAME started life as a period product subscription brand called Sanitary Owl (a full 10 points for punnage). But as founders Celia and Alec sat in a sea of plastic wrapping – and tampons made from scary plastic and chemicals – they decided there must be a better way.
They came to me with the challenge of transforming Sanitary Owl into a brand with real purpose. A brand that wanted to innovate and change the way women have periods forever. And when you consider that there hadn't been any innovation since the 1930s when tampons went to retail, this was massive.
THE DELIVERABLES
A full rebrand with strategy, naming, rallying cry / strapline, verbal identity and copywriting for packaging, website and launch campaign.
THE ANSWER
We needed to connect with eco-conscious audiences who aren't willing to settle for the status-quo around women's health and wellbeing. This was all about building a plastic-free, chem-free brand that stood for – not damsels in distress – but DAMES.
It was time to say no to the weird blue liquid poured onto period pads in telly ads, stop showing women in white jeans and start showing some blood. It was time for a period brand that wasn't afraid of honest conversations and breaking taboos.
THE OUTCOME
A meaningful name and brave new narrative, centred around real choice for women with no compromises. Designed to reflect DAME's confident unapologetic identity, their new voice spoke to millenials (and younger people) who aren't willing to settle for what their parents went through.
DAME rebranded in 2018 and in 2019, launched into Waitrose.
