MOOVE
Period Underwear:
Made to Make You Moving
Made to Make You Moving
studio
Minded Studio—Jakarta,IDN
Project type
Strategy, Branding Identity, Collaterals, Website
Strategist & Creative Lead
Michael Tan, Miranty Annisareta
Graphic Designer
Caisa Nilaseca
Project Manager
Marcellyna Citra
2023
Born out of the desire to give women the freedom to pursue their day without feeling self-conscious, our mission is simple: we want to normalize all periods in a way that is good for you and the planet.
In Indonesia, periods are still a taboo topic due to cultural and religious stereotypes, leading many to see them as "dirty and unclean." This makes open discussion difficult, even in major cities like Jakarta and Bali. Witnessing this issue, Alizee, the founder of MOOVE, was inspired to create a product that would improve the use of modern period products and enhance the lives of women of all ages.
MOOVE's brand identity, reflecting a caring "older sister" and cheeky best friend, permeates everything from the website and social media to the packaging. To create a self-care experience, the period underwear ships in a signature green box with a thank-you note, aftercare instructions, and a piece of chocolate.
The brand’s photography promotes inclusivity by showcasing women of diverse shapes, sizes, and backgrounds, using body movements to emphasize the product's comfort and encourage women to embrace their bodies.
Product Images courtesy of: @makethemoove
