After reading through Isla’s testimonials, we realised that their customers had a great sense of humour. We focused on being empathetic to the health problems they were experiencing while infusing the copy with a good dose of humour. Phrases like “let’s not beat around the bush” and “say hello to your vagina’s new BFF” injected some fun into the copy without making light of the audience’s health concerns.
Instead of just promoting the product, we used language that made Isla a confidante – someone who understands what the audience is going through and has a solution. The brand became an embodiment of the owner’s ethos and personality.
The tone for the website, packaging and fact sheet are all consistent creating a cohesive and resonant brand.