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
Industry
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 everyday hygine and 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 everyday hygine and 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 everyday hygine and wellbeing.
Overview
Pee Safe approached us to uncover and articulate a unified 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 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 unified 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 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 unified 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 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 positioning across retail and digital experiences. Through interviews, perception analysis, 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 positioning across retail and digital experiences. Through interviews, perception analysis, 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 positioning across retail and digital experiences. Through interviews, perception analysis, 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 essence - the origin story of innovation and striving for better hygiene outcomes.
Through our insights derived from stakeholders - internal and external. We discovered the idea of "better" and how Pee Safe embodies it. It consistently improves and innovates to create meaningful products. We translated and framed this into their brand promise.
We recommended that Pee Safe build on its essence - the origin story of innovation and striving for better hygiene outcomes.
Through our insights derived from stakeholders - internal and external. We discovered the idea of "better" and how Pee Safe embodies it. It consistently improves and innovates to create meaningful products. We translated and framed this into their brand promise.
We recommended that Pee Safe build on its essence - the origin story of innovation and striving for better hygiene outcomes.
Through our insights derived from stakeholders - internal and external. We discovered the idea of "better" and how Pee Safe embodies it. It consistently improves and innovates to create meaningful products. We translated and framed this into their brand promise.
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.
Expansion
We suggested that Better for You, wasn't simply a message, but rather a lens through which Pee Safe view the future. We showcased this through campaigns and social initiatives. Concepts like #ActionHeroes, celebrate individuals creating meaningful impact in hygiene, care, and activism. We recommended educational handbooks and guides to make health and hygiene knowledge more accessible.
We also proposed credibility-building initiatives such as a Toilet Report Card to help Pee Safe actively demonstrate its commitment and brand promise through action.
Expansion
We suggested that Better for You, wasn't simply a message, but rather a lens through which Pee Safe view the future. We showcased this through campaigns and social initiatives. Concepts like #ActionHeroes, celebrate individuals creating meaningful impact in hygiene, care, and activism. We recommended educational handbooks and guides to make health and hygiene knowledge more accessible.
We also proposed credibility-building initiatives such as a Toilet Report Card to help Pee Safe actively demonstrate its commitment and brand promise through action.
Expansion
We suggested that Better for You, wasn't simply a message, but rather a lens through which Pee Safe view the future. We showcased this through campaigns and social initiatives. Concepts like #ActionHeroes, celebrate individuals creating meaningful impact in hygiene, care, and activism. We recommended educational handbooks and guides to make health and hygiene knowledge more accessible.
We also proposed credibility-building initiatives such as a Toilet Report Card to help Pee Safe actively demonstrate its commitment and 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.
To ensure Pee Safe could seamlessly integrate this developed communication framework into everyday practice, we conducted workshops and discussions to acquaint their teams with the brand strategy. Our framework helps Pee Safe keep the message cohesive for customers to build recall and recognition.
To ensure Pee Safe could seamlessly integrate this developed communication framework into everyday practice, we conducted workshops and discussions to acquaint their teams with the brand strategy. Our framework helps Pee Safe keep the message cohesive for customers to build recall and recognition.
To ensure Pee Safe could seamlessly integrate this developed communication framework into everyday practice, we conducted workshops and discussions to acquaint their teams with the brand strategy. Our framework helps Pee Safe keep the message cohesive for customers to build recall and recognition.
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.
Rithish Kumar
Co-Founder, Pee Safe
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.
Rithish Kumar
Co-Founder, Pee Safe
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.
Rithish Kumar
Co-Founder, Pee Safe
Team
Arshdeep Singh
Chief Strategist
Swayam Dhupkar
Team Lead
Swayam Dhupkar
Sr. Visual Designer
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Vikas Bagaria
Founder, Pee Safe
Rithish Kumar
Co-Founder, Pee Safe
Team
Arshdeep Singh
Chief Strategist
Swayam Dhupkar
Team Lead
Special Thanks
Vikas Bagaria
Founder, Pee Safe
Rithish Kumar
Co-Founder, Pee Safe
Team
Arshdeep Singh
Chief Strategist
Swayam Dhupkar
Team Lead
Swayam Dhupkar
Sr. Visual Designer
Swayam Dhupkar
Sr. Visual Designer
Special Thanks
Vikas Bagaria
Founder, Pee Safe
Rithish Kumar
Co-Founder, Pee Safe
