Tavia

Market Research, Brand Personality, Audience Profiles, Messaging

Agency Partner

Tavia is a period product subscription service on a mission to keep girls in the developing world in school. Working with my colleagues at Briteweb, we conducted market research, then created a brand strategy, visual identity and messaging to help the brand-new social enterprise get ready for launch. Below is their brand story and personality. Sadly, the company—which was a passion project for two entrepreneurs—is no longer operating, which might make it a peculiar pick for my top 20 projects. But what can I say? I’m just that proud of the work I did on this one.

Brand Story

Half of the world’s population menstruates. But somehow, period stigma is still a thing. The consequences for women and girls can be big – especially in the developing world, where period stigma, and lack of access to menstrual supplies, is a major barrier to girls’ education. In East Africa, four out of five girls drop out of school due to the consequences of their period.

Tavia is here to help change that.

Tavia is a period product subscription service – the pads, tampons and other products you find at your local pharmacy, 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 one girl in the developing world with a year’s worth of culturally appropriate, locally produced products (like reusable and washable pads). You get what you need, and they get what they need. Everybody wins.

To ensure the products we provide make it into the right hands, we are personally involved in the giving process. On the ground in our partner communities and at every step in our supply chain, the people we work with are committed to making sure everything we do is appropriate and respectful of local customs and culture – as well as beneficial to local economies. We partner with local businesses that employ members of the communities we work with, and source materials and labor from within those communities whenever and wherever possible. Caring about girls means caring about their communities. Period.

At the end of the day, we exist to keep girls in school. Part of that is giving them the menstrual products they need. Another part is creating safe, stigma-free spaces where they can ask questions and learn about their bodies – ‘cause isn’t that something we could all use a bit more of? We’re bringing menstruation out of the shadows and recognizing it for what it is: basic biology. Not dirty. Not gross. Totally human, and pretty damn powerful. We’re proud to be part of a growing movement to empower women and girls everywhere to realize their potential – at school, at work, and anywhere else they want to be.

Brand Personality

My approach to brand personality begins with an archetype. There are dozens of well-established to pull from, but when none of them quite fit, I go off-script and create my own: still a “type” that’s well-known in the world, but completely customized to the brand in question. And with that, I introduce the Tavia Soul Sister.

The Soul Sister.

Different than a bestie, distinct from a biological sister—and in some ways even better—the Soul Sister is a connection in a class of its own. The Soul Sister—your sister from another mister—might not be your inseparable, joined-at-the-hip everyday best friend, but she is your for-life friend. Over time, your paths may diverge and converge and diverge again, and that’s okay. This bond easily permits absence, because it’s deeper and rarer than most. She is a constant companion, in spirit if not in physical presence. 

When you are together, you fall effortlessly back in stride. She knows you better than anyone–every one of your stories (she can tell them better than you do), every like and dislike, every issue with your mother or your brother–because she really listens, without measure or judgment, processing and carefully considering what you tell her, then filing it away for future reference. 

She’s not just yours, your Soul Sister. It’s in her nature to have lots of friends and many deep connections. But she is indeed yours; your kindred spirit. For keeps.  

Character Traits of The Soul Sister

Real Deal

The Soul Sister is the Genuine Article. She knows who she is – the good and the not-so-good – and she accepts it all.  As a friend, she’s equally accepting, but she’s also #RealTalk, 24/7/365. She knows no other way. With her there’s no tiptoeing or kowtowing; she calls you on your bullshit (and you trust her all the more for it). When you’re struggling, she’s there in a heartbeat. She knows you’re not faultless – she doesn’t do blind validation – but she’ll still support you 115%, no matter what

Empathetic

The Soul Sister gets you, and she’s got you. She’s deeply empathic; a nurturer by nature. She would give you the shirt off her back if you needed it, and her endless generosity, rooted in her instinctive understanding of others’ feelings and needs, extends beyond her many close friends. She’s generous with her money, her time, her love and her laughter. If she could adopt all the strays in the world, she would do it in a heartbeat.

Elevating 

The Soul Sister can be counted on to rise to the occasion – but more importantly she raises those around her. The way she sees it, all the good things in life – equality, love, happiness, success – are available in infinite volume, so there is no harm (in fact, there’s grace) in bolstering and boosting others, particularly women and people with various intersectional identities. If there’s someone in need of a lift or a leg up, the Soul Sister is right there.  

Spirited

The Soul Sister is well aware that she gets only one turn on this planet, and she’s going to make it count. When something — or someone — matters to her, it really, really matters. The Soul Sister doesn’t do anything halfway. Approaching everything with a passion bordering on zeal, she’s politically, socially and environmentally woke — and she enlists her many friends to support the causes that matter to her. Girl’s got chutzpah.

Worldly

The Soul Sister is endlessly inquisitive, leading her to explore and experience the world. She’s well-read, well-travelled, well-versed on a diversity of topics, because she’s interested in everything and everyone (which, of course, makes her interesting to everyone). Though peers, you can’t help but look up to her; she’s got wisdom beyond her years – some of it hard-won. She’s the first to admit she’s made mistakes, but she doesn’t regret a thing. 

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