Uplifting brand identity for feminist adult shop
Yes Ma’am
Client
Yes Ma’am
Industry
Retail
Services
Logo design
Branding
Collateral design
Yes Ma'am is an adult novelty shop dedicated to sex positivity. It was founded by reproductive justice advocate, Katy W., who witnessed firsthand the negative impacts of sexual repression and a lack of comprehensive sexual education in Fayetteville. This inspired her to launch Yes Ma'am, a feminist brick-and-mortar sex store set to open in Arkansas later this year.
Katy approached me to help create a polished brand that exudes positivity, professionalism, and inclusivity. Together, we developed a logo and comprehensive brand identity designed to promote confidence in both the bedroom and the boardroom.
Challenge/Solution
Darting down a two-lane highway along the Bible Belt, you're greeted by stoic aisles of corn, wheat, and soybean. Amidst this expanse, sun-faded billboards taunt you with promises of the world's best fudge, the answer to eternal damnation ("JESUS" in all caps), and, ironically, sex. These often leave drivers feeling embarrassed.
That uncomfortable, cheap, and "porny" aesthetic, long associated with adult shops, was exactly what Katy wanted to avoid. Yes Ma'am aims to support individuals in achieving sexual well-being through personalized guidance, valuable resources, and carefully curated products. Our core goal with this brand identity was to highlight Yes Ma'am’s inclusive and empowering mission, offering a stark contrast to the status quo.
Brand Discovery
We kicked off the project with a branding workshop and discovery phase to pinpoint Yes Ma'am's core personality. Our creative direction, guided by the moodboard, embraced fiery, vibrant tones, opulent textures, and organic shapes.
Logo Concepts
As we explored logo concepts, one solution immediately stood out for its purpose-driven mark. We discovered flowers have long symbolized sexuality, particularly within the LGBTQ+ community. Anatomically, some "imperfect" flowers possess only a male reproductive organ (the stamen), while others have only a female reproductive organ (the pistil). However, flowers that have both are called bisexual or "perfect" flowers. We were drawn to the inclusivity of this symbolism, choosing an icon of a perfect flower for the logo mark.
Brand color palette
Yes Ma'am's visual vibrancy comes alive through a delightfully cheeky color palette. Anchored by main hues like Moaning Maroon, Ms. Scarlet, and Pretty in Pink, the palette is punctuated by playful accents of Touch Me Teal and Intimate Emerald, with Skin on Skin serving as a versatile neutral.
Brand Typography & Motifs
The typography was meticulously chosen to ground the visual identity, speaking with both authority and welcoming sincerity. We also integrated playful motifs into the brand identity, adding a touch of whimsy and creating more engaging touch points for the audience.
