Re-positioning & new visual identity

After 30 years in the sex shop business, Mshop needed re-positioning as a sex toy retailer to move the brand forward. Alongside with developing the new visual identity we wrote a manifesto in collaboration with the client, which became the starting point for all new design decisions.

The manifest0:

Forget ordinary sex shops. Mshop is Modern / Mature / Discrete / Dedicated / Stimulating / Inspiring / Excellent. Our team is highly qualified, ensuring a comfortable and enjoyable experience for you. Mshop has been in bed with over 1 million people and has been taking your pleasure seriously since 1984. Satisfaction Guaranteed. 

As part of the visual identity we also developed a voice for the brand to set a certain tone. This was made to compliment imagery and in some cases, even replace it.