The Brief
The client approached us with the ambition to launch a stylish, competitive lingerie and adult lifestyle brand operating on a dropship model. They needed more than just a logo and a website — they required a full brand world that could be extended into sister businesses and future product categories.
The brief included naming the business, creating a unique brand identity, developing tone of voice and positioning, designing and building an eCommerce website they could manage themselves and delivering an integrated launch strategy covering SEO, digital marketing, social content and packaging. The client also wanted the brand to appeal to a broad but quality-conscious audience – confidently sensual without veering into the explicit, stylish without being elitist.
Crucially, the solution needed to be cost-effective, scalable and easy to manage day-to-day, given their limited in-house resources and reliance on third-party fulfilment.
Design Approach
We developed the name SeriouslySensual as the first in a series of brandable lifestyle extensions, including SeriouslySavvy (electronics), SeriouslySparkly (jewellery) and SeriouslyScented (fragrances and candles). The naming strategy gave the brand flexibility to grow while maintaining a consistent tone across categories.
The logotype featured a subtle heart replacing the ‘o’ in Seriously, reinforcing the romantic nature of the brand while keeping the design clean and modern. We coined the brand strapline:
look good. Feel good. Just don’t be too good.
— capturing the brand’s playful but confident positioning.
We selected Shopify as the eCommerce platform, designing a modern, easy-to-navigate store using a premium theme and tailored plug-ins to meet the client’s functional requirements. The result was a visually engaging, mobile-optimised site the client could update themselves with ease.
We handled search engine optimisation (SEO) from the outset, achieving first-page rankings for high-competition keywords like sexy lingerie and sex toys before algorithm changes and black-hat tactics from competitors impacted rankings.
Alongside the website, we ran the brand’s social media presence across Facebook, Twitter and Pinterest, creating engaging content – from product launches and promotions to shareable quotes and giveaways.
To enhance the customer experience, we designed a 6-page A6 leaflet with a 10% discount voucher, included in every package. Each order was re-packaged with care: pink tissue, magenta heart confetti and a small pack of Love Hearts transformed the customer’s first impression from generic drop-ship to premium boutique.
Discover how our brand identity services shape distinctive and scalable lifestyle brands.
Our web design work helps start-ups like SeriouslySensual thrive with beautiful, intuitive eCommerce experiences.
We supported SeriouslySensual for over eight years, helping grow the brand into a respected player in the sector, alongside competitors like Ann Summers, Lovehoney and Bondara — until the business was closed when the owners chose to retire.
