Rebranding
Beije is Turkey’s first subscription-based brand for menstrual products and has quickly emerged as a beloved brand since its inception. Their empathetic brand voice has resonated with consumers, and their commitment to addressing menstrual poverty has been well received. However, their earlier communication approach was somewhat timid and apologetic. As a brand aiming to challenge societal taboos, it was time for a rebranding.
What we did:
RESEARCH: We thoroughly examined all content related to the brand, including their websites, email newsletters, online news articles, social media, customer surveys, and any available documents. The aim of this discovery process was to understand how the brand presents itself. Next, we conducted private interviews with all brand members to gather insights on their perceptions of the brand and their aspirations for it. This helped us gain a clearer understanding of the brand's culture, audience, and products.
STRATEGY: We formulated a new strategy that outlined the brand's purpose, vision, and values. We repositioned the brand to encompass a community beyond just menstrual products. Utilizing scientific research and sociological insights, we segmented the audience to develop new, detailed personas.
VERBAL IDENTITY: We envisioned the brand as a person, crafting its personality and narrative. We established the brand's voice and core messages to serve as guidelines for its expression. The new motto encapsulating the brand's identity became “Think, feel, change.”
CONSULTANCY: We collaborated with the founders throughout this process, aiming to guide the brand toward transformation while assisting clients in understanding and implementing new brand assets. We also devised strategies for potential crises and enhancements in customer experience. We conducted several training sessions with employees to facilitate the rebranding, and we supported departments such as social media and customer relations in bringing the new strategy to life.