ILYA SEX SHOP BRAND IDENTITY
Come and Play
BRANDING SCOPE
Brand Identity
Brand Strategy
Environment Design
Copywriting
OVERVIEW
ilya is a sex toy shop for the curious and adventurous. A topic often reserved for hushed conversations and shameful secrets is met with positivity at ilya. The store itself is a playroom meant for discovery and exploration, a safe space to stroke your curiosity. The brand aims to promote sexual health and intimacy, helping people feel more comfortable about exploring their sexuality.
Given the stigma associated with sex in a conservative country like the Philippines, branding ilya was a welcome challenge. We saw an opportunity for the brand to become a beacon and advocate for sex positivity—to spread good vibrations. We clearly enjoyed making puns for this project.
MORE INFORMATION
It was important for us to make sure sex was seen through a different lens, a healthier perspective. To do that, ilya needed to be positioned as something trustworthy and approachable. We combatted shame and stigma with wit and humor. It's a brand that was made to be cheeky and playful; always tasteful, never lewd.
With this in mind, we developed a visual language that removed ilya from the stigma that surrounded sexual pleasure. A friendly typeface, fun colors, and pun-filled references, among other brand touchpoints, made all the difference. From the cute and quirky icons down to the clever (and slightly naughty) copy, we made sure ilya was swallowable for the pleasure-curious.
With this in mind, we developed a visual language that removed ilya from the stigma that surrounded sexual pleasure. A friendly typeface, fun colors, and pun-filled references, among other brand touchpoints, made all the difference. From the cute and quirky icons down to the clever (and slightly naughty) copy, we made sure ilya was swallowable for the pleasure-curious.
We made it our objective to move away from the dark and alienating look of most adult toy stores: both online and offline. The shop’s interiors are by Studio Mara.
“If you’ve been on their website (don’t worry, your secret’s safe with us), you might think that it’s not even a sex shop at all. The bright pastel colors and cute bunny-looking logo (it might actually be something else, but never mind) remove any stigma of shame placed on sex toys and makes them things you want to own because they’re actually really cute.” — YOUNG STAR PHILIPPINES
“If you’ve been on their website (don’t worry, your secret’s safe with us), you might think that it’s not even a sex shop at all. The bright pastel colors and cute bunny-looking logo (it might actually be something else, but never mind) remove any stigma of shame placed on sex toys and makes them things you want to own because they’re actually really cute.” — YOUNG STAR PHILIPPINES
Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time. Make Sense & Look Good®. Made by Serious People. Creating brands that shape tomorrow, today. Boring is the Enemy. Humans deserve nice things™. Seriously. Hi Mom. Success is found in the details. With great budgets come great work. We are known to make brands human. We enjoy creating brands from the ground up. Great brands invest in great design. Ugly brands don’t care about people. Your brand could always be better. Trust us. Branding is like mind control, but cooler. We will tell you if you have food stuck in your teeth. For a relaxing time, make it Suntory time.
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