Bachelor’s Thesis: Visual identity for imaginery sex toy store
The whole design process and research is explained in the Thesis: http://urn.fi/URN:NBN:fi:amk-202005128541
“The subject of the thesis work was to create a visual identity and communications concept for an imaginary sex toy store. The goal of the work was to create a design concept that is different from the existing Finnish sex toy stores and porn stores and one that communicates about sex and sexuality in a natural and positive manner.
I studied history of feminism and sexuality to better understand the stigma around sex. I focused especially on the perception of the female sexuality now and in the past. In addition to a literature review, I also interviewed a sexual therapist and a sex toy store manager.
During the visual identity design process I conducted two consumer questionnaires online. I investigated, which existing packages customers find attractive and utilized this information to create the final visual identity.
In this thesis, I go through the design process and introduce the final concept. The result is a visual identity and communications concept that differs from the existing Finnish sex toy stores and porn stores. The visual identity focuses strongly on women as a target group and has a kind and an open brand voice.”