Product teams don't hate JIRA. They love JIRA. Engineers hate JIRA. From your explanation, I still don't understand how this is different from JIRA (apart from the theme).
It's got bells and whistles to spare, including several kitchen sinks, which can make it a bit daunting to configure. But you can configure it to suit your needs, instead of having to conform to some harebrained workflow someone else decided was Good Enough.
What I really hate is that, even after all these years, it doesn't come with a good planning tool. Portfolio is terrible. I've evaluated several Gantt plugins, which were all terrible. A closely related problem is the missing calendar integration. Atlassian has a calendar plugin for Confluence (wiki), which makes zero sense to me. In my world, issue tracking and planning go hand in hand. And you can't plan shit without a calendar. Surely I'm not the only one who feels that way?
Edit: while I'm out praising Jira, have you seen their SDK? You can roll your own Jira plugin in 15 minutes. Bam. Frictionless. Engineers hate it? Those are some weird engineers.
Currently, you’re not competing against JIRA, but rather Asana, Basecamp, Trello, etc for customers. While not rational, a large part of their appeal is they look nothing like JIRA, which can’t be said for you.