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Reinvention
The family behind the Brazilian company Lumma has had plenty of time to perfect their craft. For three decades, they’ve manufactured medical-grade silicone health products, winning top awards along the way for quality, service, and development. Today, their products are used in the most prestigious medical facilities in Brazil. Most recently, they’ve produced menstrual discs for sale outside Brazil, and when they came to us, their goal was to broaden their standing and introduce their line of menstrual cups to the international market.
Plan of ATTCK
We love taking on projects that let us flex all our muscles and pull out all the stops. What Lumma wanted was a complete overhaul of their brand identity, involving all of our areas of expertise: strategy, user experience design, visual design, content production, development, support, and marketing.
Strategic planning
We began by reviewing Lumma’s website and identifying strengths and weaknesses. The site needed a more focused workflow, a more refined color palette, stronger calls to action, a more robust e-commerce build, and entirely rewritten, gender-neutral text. The company’s former name, LummaCups, proved confusing in our research since the company sells discs as well as cups. Starting with the company’s logo, we created a simplified and elegant wordmark of the word Lumma only, making it easier to market two different products (menstrual cups and menstrual discs). We’re also moving the website’s domain to MyLumma.com.
As part of our strategy phase, we sent surveys to many of Lumma’s customers to determine what they valued most. We also analyzed the company’s top competitors, investigating their messaging, price points, and branding. Using our findings, we worked with our client to condense Lumma’s new tone down to three adjectives: sophisticated, trustworthy, and warm.
We also optimized the naming conventions for Lumma’s products—nine discs and thirty cups. The latter had been sold in sizes like SLC (short long cup) and MLHC (medium long heavy cup), whose meanings weren’t straightforward. Our client told us we couldn’t use the initial “L” due to logistical reasons, so we replaced small, medium, large with short, medium, high, referencing cervix height. Then we added one initial (B for customers who’ve given natural childbirth) and one symbol (+ for customers with a heavy menstrual flow). The new abbreviations (M for a medium cup, M+ for a medium cup with room for heavy flow, etc.) are streamlined and easier to understand.
Brand identity
We presented various visual directions to our client, including one on the bolder side and another that was more feminine. After a few rounds of revisions we decided on the more feminine look, with a clean, mostly pastel color palette including aqua, pale orange, and salmon pink, punched up with a deep wine red. For their logo, we chose a stylized design with serifs and an upward curl. And for the tagline, we decided to keep our focus on the customer and tout one of Lumma’s biggest selling points—the company’s wide range of sizes: “Perfectly fit for every day of your cycle.”
Copywriting
Copy for any e-commerce site needs to appeal to the company’s clientele and reinforce the brand’s identity, while also containing language optimized for SEO. The copy for Lumma’s site required a particularly nuanced approach, since menstruation and menstrual products are still a sensitive subject for many users. We started by recasting all of the language from the former website, correcting awkward translations and replacing relatively “loud” passages with more refined alternatives.
Gender inclusivity
One of our biggest challenges came in the form of a (refreshingly progressive) request from our client, who asked that we not refer to the company’s customers as women anywhere on the website. The menstrual product industry has faced questions of gender inclusivity for some time. Just last year, Procter & Gamble’s Always brand, one of the top-selling lines of menstrual products in the world, decided to remove the female “Venus symbol” from its packaging. Not everyone who menstruates, after all, is a woman. Lumma wanted to start their new website off right, recognizing all of their clients—female, transgender, intersex, or nonbinary.
How could we write copy for menstrual products without mentioning women or women’s issues? Gingerly. One tactic was to use the first-person plural forms—we, us, and our—which don’t distinguish between genders. Periods—not womanhood—are what Lumma’s customers have in common, and the word we excludes no one. Instead, it creates a sense of community. As the website now says, “We’re all familiar with tampons and pads, but we don’t necessarily realize how harmful these products can be—not just to the planet, but to our health and even our self-esteem.” A straightforward adjustment with a big impact.
Art direction
As we reimagined the “Lumma look,” we presented mood boards and layout options, iconography, and typographic styles. Later, we provided hand-drawn product photography direction, detailing everything from lighting and materials to frame composition.
Animations
Lumma’s new homepage is eye-catching in various ways, starting with the products and their bright pops of color. As you scroll down, light blue waves rise and fall across the screen, dividing up the sections of the page. Various animations present important concepts visually: an arrow circling around a clock represents durability, a door opening to reveal a heart means that, yes, having sex during a period is possible. Another subtle animation is used on the hero of the landing page: a single menstrual disc moves to the right to reveal a second one behind it. This represents the “buy one, get one” promotion that Lumma offers for all of its products.
Buy one, get one
One thing that sets Lumma apart from its competitors is that it runs its own manufacturing process, allowing them to offer their products at very competitive prices—so competitive that Lumma encourages its clients to buy two cups or two discs at a time, for the same cost as one. This “BOGO” deal is more than a marketing gambit. It’s a way to educate clients that more than one size might be needed, depending on the cycle and depending on the day.
Our challenge was to inform customers about the offer quickly and explain the reasoning behind it. There wasn’t just one solution, but many, starting with UX and a smart e-commerce workflow.
On the homepage, we introduced various CTAs and animations, plus pop-ups triggered by specific user actions—pausing, scrolling a certain distance, trying to leave the page. The shopping cart offers similar affordances, with various potential states reflecting the customer’s status in the user flow. Customers are actually prevented from checking out if they forget to add their free item.
User experience design
Of course, the shopping cart is the heart of any e-commerce site, and guiding users to it takes care. Each CTA—and the primary one especially—must be displayed to capture the user’s attention.
Lumma’s shopping cart was created to streamline decision-making. A full-screen modal takeover suppresses the rest of the page behind it, minimizing distractions. Links to other parts of the page aren’t shown, discouraging cart abandonment. And wherever users find themselves on the site, a synchronous shopping cart icon hovers over everything, displaying an animation each time a product is added. Fine touches like these prevent bounces and encourage conversions.
Shopify Plus
Lumma’s former website was built on Shopify, a platform we specialize in. To meet Lumma’s needs, we upgraded their account to Shopify Plus, letting us customize the cart flow while integrating with numerous plugins. Shopify Plus also offers the flexibility to be used with multiple shipping partners, which was a must for Lumma and its shipping centers around the world. Last, Shopify Plus allowed us to promote the BOGO offer by creating custom scripts, enabling users to apply the discount to multiple items from each of Lumma’s product categories.
Packaging
Lumma sent us product samples, allowing us to experience the packaging firsthand. After assessing every element, we applied new branding with Pantone colors, a new logo, and improved iconographic and text indicators for easy distinction between sizes and colors. We also rewrote the instruction booklet copy, including translations in several languages.
Marketing
No brand can take off without the right strategy. When we launched Lumma’s new website, we also took the reins of the company’s global marketing efforts, including a full suite of paid search, display, and shopping ads on Google, paid ads on Facebook and Instagram with embedded product links, as well as creating all new organic content for every social profile. After launch, we immediately refreshed all social profiles with the new logo and began posting daily across all channels.
For an e-commerce business like Lumma, “carousel ads” and “collection ads” on Facebook and Instagram were necessary. These two ad formats feature embedded products, linking directly to the product page where customers can purchase them.
For organic marketing, we use Facebook Shops and Instagram Shopping to tag all of the products in everything we post. Users can tap on any cup or disc and be taken to its product page on Lumma’s website. On Instagram, we’re executing a strategy built around threes: three posts, three times each week, with three slides in each post. Each week, a different “nine-up” of images is created, giving us a canvas for weekly compositions. Advanced tools like SEMrush and Facebook Pixel let us learn from every ad and post we make, meaning we can continually refine our efforts.
Lastly, we’ve built a dedicated customer service team to ensure timely responses from real people. We actively monitor activity related to the brand on our own and other networks so customers know Lumma is committed to providing the best experience possible.
RECOGNITION
Recognition
ATTCK is the greatest company ever. I admire them more with every passing day.
Maline Mazar
Owner and Co-founder, Lumma
Celebration
In January 2021, the family behind Lumma will celebrate three decades of improving lives through high-quality silicone products. We’re extremely proud of the work we’ve done to prepare their business for the next level—and we’re proud to spread their message of pride and inclusion. In the words of the company’s cofounder, “A period is something to be celebrated. Love your body, and live your best life.” And be sure to check out their website.
Credits
Producer
Katie Penna
Designer
Masahiro Naruse
Copywriter
Steve Singerman