Vuxen — You Do You
— Services
- Brand Strategy
- Brand Identity
- Design
- Campaign
- Video Production
- Content Strategy
- Content Production
- Public Relations
— Collaborations
Amanda Ekström
Kentsdottir
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Vuxen — You Do You
Building a brand strategy and visual identity to solidify Vuxen’s position as leader in the contemporary sexual health sector
As the largest sex toy shop in the Nordics, vuxen.se wanted a brand refresh to ensure it could stay relevant and retain its edge in an infeasibly crowded sector.
Manifest built a brand strategy and visual identity and helped drive their position as thought leaders within the sexual health space. We wanted Vuxen to be the most trusted and relevant player in the space, by breaking the stigma around sex toys and give sexual health as much importance as physical and mental health.
The Challenge
Help Vuxen to stay relevant in an increasingly crowded sector and position it as the authority on sexual health
We challenged the stigma surrounding sex and sex toys, and elevate sexual health and wellness with a bold & confident redesign
Our Approach
Inclusivity and representation was key to the new brand proposition. We wanted to create a brand that stood up for and celebrated the broad range of sexuality and sexual experience and who would take that social responsibility to stand up against anything that would challenge that inclusivity. We wanted Vuxen to be the first sex toy brand that is a lifelong partner through the highs and lows of your sexual journey.
Our extensive insights and audience research informed our creative communication platform that brought that to life – encouraging people to explore their own sexuality on their own terms. The brand platform ‘You Do You’ was a simple yet impactful articulation of everything it stood for.
We gave its visual identity a full fresh, highlighting the ‘V’ and adding a striking colour palette. In addition to the brand playbook outlining style and tone of voice guides, we also created suite of assets to highlight its fresh positioning, teaming up with world-renowned photographer Tuggmotstånd who captured a diverse range of lifestyle stills, as well as vibrant video content.
With a renewed energy, the new Vuxen brand was rolled out across its website, social media and advertising.
The Results
The rebrand helped position Vuxen not just as a successful brand, but a significant one – leading the conversation about sexual health in the Nordics and beyond. By standing up for its consumers and their diverse experiences, the brand can continue to drive progress within the sexual health space.
