FREYA.
A voice that refused to whisper. Brand belief, personality, and a campaign built around the freedom to choose.
Build a distinctive voice for a women’s wellness brand—one that approached self-care and sexuality without shame, apology, or permission. These three original writing selections show the idea moving from brand belief to voice to campaign expression.
The Heroic Rebel.
The belief system behind the brand
Challenging conventions head on, bold choices are an everyday occurrence for the rebel. Named for the Norse Goddess of love, fertility, battle and death, the Freya brand is infused with a sense of freedom whose fire is kindled by bravery and fearlessness.
It is from those qualities that a rebel becomes a hero by fighting against archaic sensibilities of self-care and sexual morality, freeing the oppressed.
At it’s core, Freya is hell-bent on cultivating a woman’s sense of self-love and self-respect, as a woman’s choices do not depend on the permission of others.
True to Freya’s heroic and rebellious soul, we are sorry, not sorry.
A voice with a point of view.
Defining how the brand speaks and behaves
Our voice is more than just the words we write and speak, it is also inherent through our visual language. It’s how we ensure we keep our promise and position real. Our voice gives life to our brand and serves to evaluate the work we do.
Self-awareness is the ignition point of accepting who we are. Through sharing our virtues, while improving on our flaws, strength becomes evident. Badassery is not achieved without confidence.
Our playfulness is rooted in a healthy curiosity. Through exploration, we embrace our bodies as both physical and spiritual as one. Mysteries are unlocked.
We nurture who we are and what we want. Care radiates from within to others, building an enduring tribe, a resilient community. Love is inclusive.
Determination fulfills destiny. A woman with a mission is unafraid, driven and powerful. Motivations have vision, hard work gives rise to purpose.
Free-willed, we don’t seek permission from others to question convention and challenge the establishment. Sexuality is open, honest and colorful. Shame is rejected.
Crave the Shave.
Turning a product headline into a statement about choice
We believe in a person’s right to choose what to do with their body and how they want to do it. And we stand loud and proud in defense of that belief.
With that in mind, “Crave the Shave” is not some cheap, sales-agenda-filled headline – it’s a promise that we deliver products that celebrate your body that you’ll really, really want to use. It’s also a subtle reminder that you can shave off all the stress just as easily as you can shave off a little hair. Or not shave at all this month. Or maybe shave twice tomorrow. It’s totally your call.
From conviction to copy.
These selections show how the same underlying idea can shape brand strategy, a consistent voice, and a campaign with personality. The original spreads appear alongside the words to provide visual context.
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