Babeland

Why They Called

We were 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 grass roots 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?

How We Responded

Once we got over the shock (really, us?) we quickly got to work sussing out where and how things had gone south. But instead of nuking everything and starting over, we recommended a return to the original ideals that drove the company from day one. Working with folks from throughout the company, we 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, we 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.

What We Did: Creative, Interactive, Research, Strategy, Training