A natural part of many people’s lives, the industry for adult toys were still filled with taboos. Working closely with an ambitious client, we envisioned a completely new brand experience that would raise the bar for the entire industry.
While some brands had done well to push the category forward, the industry for sexual health was still very much dominated by cheesy taglines and strong pink colors. At the same time, “sex toys” were starting to find their way into the mainstream – both in magazines and in films like 50 Shades of Grey.
During our research, we saw an opportunity to create a differentiated brand experience with less focus on the product, but more on the universe around it. We envisioned a brand that would put “women-first” in an industry oddly dominated by a male gaze; a brand that would allow us to break the rules of the category and open up to other avenues of both sales and collaboration.
Centered around the tagline Inspired Pleasure, we launched AVE at the biggest industry fair of the year to clearly demonstrate the difference in what we were doing to the rest of the market.
Working closely with the client, our Copenhagen office became a consultancy partner to the business over a 4 year period, supporting on everything from brand strategy to ecommerce launch and asset creation for new collections.
Market & opportunity sizing
Brand foundational workshops
Brand purpose development
Brand design and collateral production
Go to market and new launches
It’s an explosive category globally and very common in the modern culture, so it’s about time it should be treated like any other product categories.