Sex sells but sensuality is key

As a new venture, High Tide needed identity above all else. At its rawest, this is a brick-and-mortar store that sells sex toys. But how do you do this differently and with pride in a space associated with shame and indecency? With an honest and sensual nod to sexual wellness — that’s how. 

Stripping it back

After intense conversation and research, I was able to create a solid framework through brand identity and tone of voice. ‘Sex Shop’ was never going to work, so we landed on ‘Modern Adult Store’ as a descriptor. Softening the edges of something traditionally coarse was my biggest challenge for this project. 

Staying in their lane

Armed with the building blocks of extensive TOV guidelines, written examples, and a custom word bank, the small but mighty High Tide team has what they need to stay on brand in their communications.

Brand TOV

Product Descriptions

PR Content

Social copy

SEO Content

Web Copy