MONTH 11 OF BUILDING MIDDAY. 11 months ago, I had an idea about a lunch bag. Here's how it's actually going.

@middaylabel

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SoundTikTok sound · how i love being a woman

Promoted product

Middaymiddaylabel.com

midday the label

Why it worked

The post uses a 'building in public' narrative that builds emotional investment and trust by showing the messy, difficult reality of product development rather than just a polished ad.

Summary

The creator documents the 11-month journey of designing and refining a stylish lunch bag for their brand, Midday. The slideshow highlights the challenges of product development and invites viewers to join the waitlist for the upcoming launch.

Structure

1Introduction to the problem of ugly lunch bags
2The initial decision to design a custom bag
3Showing the failed first sample
4Describing the iterative design and manufacturing process
5

Original caption

11 months ago i decided my lunch bag was the problem. good outfit. good work bag. then a lunch bag that didn’t belong to either. everything i found was covered in prints, twice the size it needed to be, or made me look like i was carrying my kitchen to work. so i made one. the first sample couldn’t stand up on its own. the next needed the structure fixed. then fixed again. all of it around a full-time job. supplier calls, endless emails, and fighting over zippers and textures. eleven months in. nearly there. what are you carrying your lunch in right now? be honest. waitlist is open. link in bio 🤎 #smallbusinessaustralia #founderstory #officestyle #buildinpublic

More from @middaylabel

Product placement

(a) Midday (the lunch bag) ACTS — the creator demonstrates the product's development, shows the final sample, and directs viewers to a waitlist for it. Removing it would remove the entire purpose of the video. (b) Midday (the brand) APPEARS as a logo on the bag and in the corner watermark.

Call to action

JOIN THE WAITLIST · LINK IN BIO

On-screen text

MONTH 11 OF BUILDING MIDDAY. 11 months ago, I had an idea about a lunch bag. Here's how it's actually going. THE PROBLEM My lunch bag was ruining my outfit. FAMOUS LAST WORDS "I'll just make my own." Then the first sample arrived. SAMPLE ONE It couldn't even stand up. BACK TO THE SUPPLIER Fix the structure. Then fix it again. THE PART NO ONE POSTS Supplier calls. Fighting over zippers and textures. All around a full-time job. WHERE WE ARE NOW Eleven months in. It's nearly real. 08 · YOUR TURN Want to see how it ends? Tell me in the comments: what are you carrying your lunch in right now? JOIN THE WAITLIST · LINK IN BIO

part two: nobody tells you what a minimum order is. turns out it's 500 bags. per