Reawakening play
Into the Wylde
WHAT WE DID
Brand positioning, brand identity and narrative, verbal identity, words, copywriting for packaging, retail strategy.
HOW IT WENT
Into the Wylde launched into retail in 2018 and continues to win market share from industry heavyweights like Durex; landing a lucrative listing with Superdrug early this year (2024).
The Challenge
Not your average sexual lubricant, Into the Wylde is made for women who experience chronic insensitivity and thrush. In a category traditionally dominated by men, we were presented with an important challenge: break ‘top-shelf’ taboos and start a conversation with women that, up until now, they’d felt uncomfortable having – even in private.
The Approach
The brand platform and tagline: Reawaken Play, and social campaign #VLC (vulva loving care) reframed a predominantly male-targeted category. We approached this project by asking: what do women who experience intimate sensitivities really want? Through honest conversations we discovered that telling women what their sexual experiences should be heightened disconnect. We created Into the Wylde’s permissive, inclusive tone, personality and mission to encourage dialogue and curiosity. This was all about awakening a natural and individual playfulness for all women.
The Outcome
From an official launch in 2019, Into the Wylde successfully launched into Planet Organic, and retails online through the brand’s own website, social and online retailers. It continues to inspire conversations around an area of women's sexuality that remains overlooked by competitors.
