Lion’s Den INSIDE

Lion’s Den INSIDE is a bold and playful rebrand created for the members-only section of Lion’s Den, a North American chain of adult stores. Working as a trio with Claire Pazot (graphic designer) and Ollie Miles (copywriter), I contributed to the naming of INSIDE as we crafted the visual identity and built a cohesive graphic system. Deliverables included logotype, color palette, custom landing page, social media static and animated (GIF) assets, newsletters, digital banners, in-store posters, billboards and brand guidelines. The creative direction embraces intimacy, inclusivity and cheekiness —with a copywriting approach that explores the lexical field of intimacy with the prefix IN- echoing the name INSIDE. The identity is sensual without being too explicit, playful without losing clarity and above all, rooted in a tone of trust and deep connection.

More