Pee Safe:
Communication Strategy for a Leading Hygiene Brand
Client
Pee Safe
Location
Gurgaon
Industry
Health & Hygiene
Discipline
Brand Strategy
Pee Safe:
Communication Strategy for a Leading Hygiene Brand
Client
Pee Safe
Location
Gurgaon
Industry
Health & Hygiene
Discipline
Brand Strategy
Pee Safe:
Communication Strategy for a Leading Hygiene Brand
Client
Pee Safe
Location
Gurgaon
Sector
Health & Hygiene
Discipline
Brand Strategy
For a country of 690 million women, safe sanitation and hygiene remain overlooked essentials. Born from a real problem faced by millions, Pee Safe pioneered India’s toilet hygiene category, earning trust through meaningful solutions.
As the brand evolves, it seeks to stand for something larger than products, building a stronger, purpose-led narrative around women’s everyday wellbeing.
For a country of 690 million women, safe sanitation and hygiene remain overlooked essentials. Born from a real problem faced by millions, Pee Safe pioneered India’s toilet hygiene category, earning trust through meaningful solutions.
As the brand evolves, it seeks to stand for something larger than products, building a stronger, purpose-led narrative around women’s everyday wellbeing.
For a country of 690 million women, safe sanitation and hygiene remain overlooked essentials. Born from a real problem faced by millions, Pee Safe pioneered India’s toilet hygiene category, earning trust through meaningful solutions.
As the brand evolves, it seeks to stand for something larger than products, building a stronger, purpose-led narrative around women’s everyday wellbeing.
Overview
Pee Safe approached us to uncover and articulate a unifying message for the brand. While it had built trust through a range of meaningful products and initiatives, its larger story remained fragmented. Our role was to identify the core belief at its heart and translate it into a cohesive narrative, aligning its purpose, values, and communication into a clear framework that could guide both internal culture and external expression.
Overview
Pee Safe approached us to uncover and articulate a unifying message for the brand. While it had built trust through a range of meaningful products and initiatives, its larger story remained fragmented. Our role was to identify the core belief at its heart and translate it into a cohesive narrative, aligning its purpose, values, and communication into a clear framework that could guide both internal culture and external expression.
Overview
Pee Safe approached us to uncover and articulate a unifying message for the brand. While it had built trust through a range of meaningful products and initiatives, its larger story remained fragmented. Our role was to identify the core belief at its heart and translate it into a cohesive narrative, aligning its purpose, values, and communication into a clear framework that could guide both internal culture and external expression.
Deep Dive
Our research explored industry trends, customer buying behaviour, and competitor strategies across retail and digital experiences. Through interviews, perception studies, and touchpoint mapping, we uncovered insights around customer expectations, brand affinity, cultural influences, and gaps between the brand promise and customer perception.
Deep Dive
Our research explored industry trends, customer buying behaviour, and competitor strategies across retail and digital experiences. Through interviews, perception studies, and touchpoint mapping, we uncovered insights around customer expectations, brand affinity, cultural influences, and gaps between the brand promise and customer perception.
Deep Dive
Our research explored industry trends, customer buying behaviour, and competitor strategies across retail and digital experiences. Through interviews, perception studies, and touchpoint mapping, we uncovered insights around customer expectations, brand affinity, cultural influences, and gaps between the brand promise and customer perception.
We recommended that Pee Safe build on its strengths - primarily the trust of customers acquired over the course of the years.
To create a niche category that solves a critical health problem is etched in history. All that the brand does is strive to create meaningful products that could enable better health and hygiene.
We recommended that Pee Safe build on its strengths - primarily the trust of customers acquired over the course of the years.
To create a niche category that solves a critical health problem is etched in history. All that the brand does is strive to create meaningful products that could enable better health and hygiene.
We recommended that Pee Safe build on its strengths - primarily the trust of customers acquired over the course of the years.
To create a niche category that solves a critical health problem is etched in history. All that the brand does is strive to create meaningful products that could enable better health and hygiene.
The Solution
The engagement culminated in a focused brand framework, anchored by the tagline “Pee Safe: Better for You,” placing the customer at the centre of the narrative. We refined the brand’s foundations, strengthening its persona, voice, tone, values, and positioning, while also establishing a clear brand architecture with a cohesive category structure and messaging system to guide communication across the business.
The Solution
The engagement culminated in a focused brand framework, anchored by the tagline “Pee Safe: Better for You,” placing the customer at the centre of the narrative. We refined the brand’s foundations, strengthening its persona, voice, tone, values, and positioning, while also establishing a clear brand architecture with a cohesive category structure and messaging system to guide communication across the business.
The Solution
The engagement culminated in a focused brand framework, anchored by the tagline “Pee Safe: Better for You,” placing the customer at the centre of the narrative. We refined the brand’s foundations, strengthening its persona, voice, tone, values, and positioning, while also establishing a clear brand architecture with a cohesive category structure and messaging system to guide communication across the business.
Extention
Beyond defining the brand message, we translated it into actionable initiatives and communication platforms.
This included concepts like #ActionHeroes, celebrating individuals creating meaningful impact in hygiene, care, and activism, alongside educational handbooks and guides designed to make health and hygiene knowledge more accessible. We also proposed credibility-building initiatives such as a Toilet Report Card and similar reports, helping Pee Safe actively demonstrate its commitment to making things better while reinforcing the brand promise through action.
Extention
Beyond defining the brand message, we translated it into actionable initiatives and communication platforms.
This included concepts like #ActionHeroes, celebrating individuals creating meaningful impact in hygiene, care, and activism, alongside educational handbooks and guides designed to make health and hygiene knowledge more accessible. We also proposed credibility-building initiatives such as a Toilet Report Card and similar reports, helping Pee Safe actively demonstrate its commitment to making things better while reinforcing the brand promise through action.
Extention
Beyond defining the brand message, we translated it into actionable initiatives and communication platforms.
This included concepts like #ActionHeroes, celebrating individuals creating meaningful impact in hygiene, care, and activism, alongside educational handbooks and guides designed to make health and hygiene knowledge more accessible. We also proposed credibility-building initiatives such as a Toilet Report Card and similar reports, helping Pee Safe actively demonstrate its commitment to making things better while reinforcing the brand promise through action.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
As a health and hygiene brand there are a plethora of initiatives and campaigns that tend to derail the central messaging strategy. We strategised to ensure these could be seamlessly tied into the the larger narrative.
Working with Kwazi on the brand design and communication strategy for Pee Safe was a seamless and rewarding experience. From the outset, they demonstrated a deep understanding of our category and vision, translating it into an identity that’s both bold and thoughtful.
Ritish
Co-Founder @PeeSafe
Working with Kwazi on the brand design and communication strategy for Pee Safe was a seamless and rewarding experience. From the outset, they demonstrated a deep understanding of our category and vision, translating it into an identity that’s both bold and thoughtful.
Ritish
Co-Founder @PeeSafe
Working with Kwazi on the brand design and communication strategy for Pee Safe was a seamless and rewarding experience. From the outset, they demonstrated a deep understanding of our category and vision, translating it into an identity that’s both bold and thoughtful.
Ritish
Co-Founder @PeeSafe
Team
Arshdeep Singh
Brand Strategist
Swayam Dhupkar
Sr. Visual Designer
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Arshdeep Singh
Brand Strategist
Arshdeep Singh
Brand Strategist
Team
Arshdeep Singh
Brand Strategist
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Arshdeep Singh
Brand Strategist
Arshdeep Singh
Brand Strategist
Team
Arshdeep Singh
Brand Strategist
Swayam Dhupkar
Sr. Visual Designer
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Arshdeep Singh
Brand Strategist
Arshdeep Singh
Brand Strategist