Redefining an iconic empire and multi-channel retailer
Ann Summers, the iconic multi-channel retailer specializing in sex toys and lingerie, approached us to re-launch its e-commerce website. It’s new look celebrates the diversity of its products and customers with a bold, image-led design and dynamic brand experience. Creativity was pushed, using a combination of modern styling and high-energy imagery to align with the trendy, forward-thinking brand Ann Summers has established for itself. I was the lead designer on the project covering all aspects of digital and brand presence.
Since the first Ann Summers store opened in 1970, the brand has trailblazed its way to dominating the market with innovative product development and unconventional marketing tactics. Ann Summers has a long history advocating for sexual liberation and continues to shake the industry; breaking down taboos surrounding female sexuality and fighting against body image preconceptions.
With playful messages like ‘Welcome to the Wild Side’ and seductive colours, noticeably different from its core pages, Ann Summers has used design to divide its product lines to effectively engage specific audiences.
As part of the redesign, we also enhanced the functionality of the website.
The website is now mobile responsive and has improved international capabilities, with automated currency conversion and shipping information. New payment methods were also integrated to include Klarna, PayPal, Amazon Pay, and Apple Pay.
