Objective: To develop a distinctive brand identity for Hidden Innuendo as an independent online shop after its departure from Etsy. The branding should resonate with young college-aged women, embracing a fun, sex-positive message that challenges the stigma around sex, making it feel liberating, approachable, and empowering.

Background: Hidden Innuendo began as a startup selling playful, cheeky products on Etsy, gaining a loyal following for its sex-positive messaging and unique designs. However, after being banned from Etsy, the brand needed a fresh start as an independent shop. The goal was to create a new identity that maintained its core values while appealing to its target audience of young, college-aged women exploring their sexuality in a healthy, empowering way.

Reestablishing Independence: Transitioning from Etsy to an independent platform required crafting a strong, memorable identity to retain and grow the audience.

Balancing Playfulness and Credibility: While the brand celebrates fun and cheekiness, it also needed to convey a supportive and respectful tone to ensure authenticity and avoid being seen as gimmicky.

Appealing to a Specific Demographic: The brand needed to reflect the energy and values of young, progressive women in college, making them feel seen and celebrated.

Solution: I created a brand identity that perfectly captures the essence of Hidden Innuendo:

Colorful Gradients: A vibrant color palette with bold gradients evokes energy, playfulness, and optimism, appealing directly to the youthful target audience.

Playful Fruits: Using fruits like cherries, bananas, and peaches added a cheeky and suggestive visual element while keeping the tone lighthearted and fun.

Funny Puns: Clever, humorous language turned taboo topics into approachable conversations, aligning perfectly with the brand’s mission to reduce stigma around sex.

Results: The new branding successfully positioned Hidden Innuendo as a bold, independent shop with a strong, sex-positive voice. The fun and relatable identity resonated deeply with its audience, turning its values into a visual and emotional experience.