Research Guiding Brand Strategy
Tavia is a buy one-give one menstrual product subscription service that helps keep girls in the developing world in school. Before launching publicly, the founders of this new social enterprise came to us for a brand strategy and visual identity…and maybe a new name? But first, research.
Before & After
It Starts With Research
Launched in 2018, Tavia (previously named Herz) is a for-profit company on a mission to keep girls in the developing world in school. Because their ‘why’ is ultimately to foster social change, Tavia’s founders came to Briteweb for our expertise in building brands for the impact sector.
Brand strategy always requires research, but in most cases that research involves interviews with stakeholders, and a discovery workshop to mine the considerable organizational knowledge that already exists. Because Tavia was brand-new, the nature of our research for this project was different. We started by doing an unprecedented amount of preliminary research — both primary and secondary — to ensure that we established a well-informed, appropriately targeted brand strategy that would give Tavia’s team a strong foundation on which to launch their enterprise, ultimately driving sales and, as a result, social impact.
Part of Briteweb’s standard brand strategy package is messaging of various lengths. The long bio, short bio, and micro bio can be used whenever staff needs to provide text about the organization—for instance, as a press release boilerplate, in a conference package, or on social media bios. Tavia used their long bio, below, for their website’s ‘About’ page.
Tavia is a menstrual product subscription service – the pads, tampons and other products you find at your local drugstore, delivered right to your door. Because we know every woman’s cycle is different, you get to choose what you receive, in what quantities, and how often. Most importantly, when you subscribe to Tavia, you sponsor a girl in the developing world with a year’s worth of culturally appropriate, locally produced products (like reusable and washable pads), helping remove a major barrier to girls’ education.
You get what you need, and they get what they need. Everybody wins.
The Best Branding Guide We’ve Ever Seen
The Briteweb team really heard what we were trying to convey with our brand and was able to creatively describe our brand not only in words, but with our custom logo. Their work went well beyond the creative. It started where all work should, with stellar research. They not only did quantitative research, but went above and beyond with qualitative research that really helped pinpoint our messaging. The work has helped us launch and continue our growth with consistent, positive, on-point messaging and brand development. As we continue to build our brand, everyone we work with says, “Wow, this is the best branding guide we’ve ever seen.”
— Eileen Stephens, Founder, Tavia