Creating the brand messaging highlighted some very real issues around fem-care messaging – we wanted to be progressive, forward thinking, even bold, but can we really say ‘vulva’ on the pack? and will we sound like a GUM clinic doctor if we do? Our messaging had to be direct, we didn’t want to shy away from talking about female anatomy, but if we were honest about how women communicate, the word ‘downstairs’ is far more likely to be used than ‘vulva’ in everyday conversation. We navigated uncharted paths of how to say natural lubrication without saying ‘moist’ or ‘wet’ (too gross, too X rated), and whether yoni, vulva or just ‘down-under’ are best suited to describing where the product goes (we went with the latter). After 6 years of development, and almost 2 years of brand creation, Into the Wylde’s ‘Wylde One’ water-based lubricant is finally set to launch on Monday 13th April, and we hope will resonate with sexually active women of all ages, reawakening play and lubricated lovin’.