Playful visual identity redesign proposal for Sexshop.cz


As part of the HMD, I participated in a tender to redesign the visual identity of one of the largest Czech online adult shops, Sexshop.cz. While the final identity took a different direction, I thoroughly enjoyed working on the project, which I believe fulfilled the brief of creating a modern, fresh identity aimed at a younger audience.


The project wasn’t just about redesigning the logo—it also involved setting up a new comprehensive communication style and exploring opportunities for the brand. My proposal is based on the concept Good vibes, good lives, and openly addresses topics related to sexual well-being. The goal was to create a contemporary and relatable image that resonates with young, modern customers without feeling vulgar.

Sexshop.cz visual identity redesign

Disciplines

art-direction
logo design
visual identity

Client

Sexshop.cz

Studio

Heels Make Deals

Year

2024

The new logo & visual identity:

✅ Reflects the product portfolio of Sexshop.cz

✅ Feels playful without relying on a cliché mascot

✅ Conveys (self-)love and good vibes
✅ Resonates with young, modern customers