We helped reposition LUÜNA from a disruptor period product company, to an established women’s wellness brand.
In 2021, founder of LUÜNA Naturals Olivia Cotes-James approached Constant to help take the business to the next level. The brand had been in the market since 2015, and although stocked in leading retailers in Hong Kong, plus a growing customer base in Shanghai, they were struggling to target and engage with local audiences specifically online. In addition to this, the company was want to shift from essential period products to cycle wellness.
Our first challenge came from trying to break through the strong brand loyalty that people had with a personal hygiene products. In order to begin to attempt to convince people of the added value and benefits of LUÜNA – from the organic materials, to their sustainability initiatives, to a woman founded and run business – we need to first understand existing perceptions.
We started in interviewing local women in Hong Kong to understand their impression of the brand and what was preventing them from switching. The common insight between them all, was that they felt the brand wasn’t established enough. To date, most of the brand communications felt too fun, when ultimately they needed to be convinced that the product worked (was reliable), and comfortable.
Our solution was to shift the dial from underdog disruptor focussed on added value messaging, to an established brand with clear and succinct USPs that would immediately convince audiences to try.
We refreshed the overall art direction and visual strategy, with a refreshed colour palette that felt more comfortable and organic, and honed in on key messaging around comfort and reliability.
Research and interviews
Brand strategy and positioning
Asset creation and production
We loved working with Constant. With their guidance, we strengthened our core brand identity while tailoring our content strategy to meet the needs of our local markets, allowing us to more deeply resonate with our various audiences.
The wellness space is getting busier and busier everyday, so it was our job to try and craft a unique opportunity for LUÜNA as the business moved into this space. Fortunately with a product that was one of the first and best in the market, we had a strong base to start building the narrative further beyond just period products.