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.”