Babeland

Challenge /

I was approached by the founders of the former Toys in Babeland (a women-owned purveyor of sex toys with stores in New York, Los Angeles and Seattle) and presented with a problem: how do you take what was once a thriving grassroots organization and transform it into a vibrant and distinctive lifestyle brand that speaks to modern consumers? Limited by an awkward name, a haphazard approach to marketing and way too strong an emphasis on product, the company had seen what had been a brilliant and beautiful re-imagination of retail turning a bit preachy, clinical and dull.

Hardly what you’d expect, huh?

Solution /

Once the initial shock settled (really, sex toys?) I got to work sussing out where and how things had gone south. But instead of nuking everything and starting over, I recommended a return to the original ideals that drove the company from day one. Working with folks from throughout the organization, I identified a few key attributes that, when amplified, could serve as the core of the new look and feel and voice. With those things in place, I set about developing a new identity system and extending it across everything from retail environments and packaging to advertising and the Web.

And good, clean fun was had by all.

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