Heat Up, Float On
The first of its kind in the UK, Wyld Sauna is a floating (you guessed it) sauna located in Liverpool’s historic Princes Dock. Members are invited to sweat it out in the nordic-inspired sauna, then dive directly into the dock waters for a refreshing cooldown.
When approached by the founders to define Wyld’s tone of voice and communication strategy, I jumped (no pun intended) at the opportunity.
New saunas seem to be popping up across the country every day, and too often, the language used to describe them sounds exactly the same. Cookie-cutter and generic language dominate the space (think ‘mind, body, spirit’ rhetoric), leaving little room for originality.
For Wyld Sauna, we wanted to do something different. Yes, saunas are ‘zen’, but that doesn’t mean our language has to be. Instead of leaning into wellness clichés, I shaped Wyld’s tone of voice around community, craftsmanship and the passion of its founders. This approach gave the brand a sense of distinctive in an ever-growing market.
