Romantix
A more open language for intimacy.
Romantix invited LabMercury to refine its brand imagery and create a more cohesive visual presence across an expansive retail and digital marketplace.
The collaboration began with a central creative question: how can an established adult retailer speak openly about pleasure and intimacy without relying on the familiar conventions of the category? The opportunity was to build a brand world that felt inclusive, contemporary, and welcoming. A brand that celebrated personal expression while supporting a broader conversation around sexual health and well-being.
Across retail environments, advertising, packaging, digital platforms, and promotional materials, the work introduced greater consistency without diminishing the adventurous spirit of the brand. The result is a visual language that feels confident and expressive, balancing freedom and playfulness with warmth, trust, and accessibility.
Project Statement
Sexuality is deeply personal, yet the traditional language of adult retail can often feel narrow, overly gendered, or exclusionary. Romantix needed a brand system capable of speaking to adults across generations, identities, orientations, and experiences without losing its sense of energy or discovery.
LabMercury developed a more inclusive and unified approach—one that positioned pleasure as a natural part of health, well-being, and individual expression. The system needed to feel comfortable enough to welcome, confident enough to inform, and adventurous enough to remain unmistakably Romantix.
Creative Direction
The creative direction moved beyond predictable category imagery in favor of a more expressive and editorial visual world. Branded photography, color, typography, and graphic treatments worked together to create a tone that was bold without feeling aggressive, sensual without becoming exclusive, and playful without losing sophistication.
A flexible visual system brought greater continuity to physical environments, e-commerce, advertising, packaging, and supporting brand materials. Each touchpoint could retain its own energy while contributing to a recognizable and cohesive brand experience.
The refined system gave Romantix a clearer and more cohesive presence across its many customer touchpoints. It helped evolve the brand from a conventional adult retailer into a more inclusive expression of pleasure, freedom, and well-being. Creating a place and experience that feels established yet open, approachable yet adventurous.
Deliverables
• Brand Guidelines
• Branded Imagery
• Environmental Branding
• Signage Systems
• Campaign Creative
• Brand Collateral
• Print Communications
• Digital Creative
• Promotional Materials
• Packaging Systems