Ann Summers rediscover their mojo

Working closely with 20.20 to develop and define the brand, the guidelines, tone of voice and its visual language, the lingerie and sex-toy retailer Ann Summers have this week gone public about their plans to unveil their new-look brand later this year. 20.20 helped to develop the very bold premise of “We sell orgasms” - a statement of undeniable intent which will now be put in front of the Ann Summers customer as a guarantee to help: “unleash your sexual confidence”.

The new brand story was initially presented internally at the annual company meeting in 2010 to rousing approval and is now used for internal and external marketing communications. It will be revealed to the public this autumn.

Bernard Dooling, founder of 20|20 said “Ann Summers is one of the most dynamic and relevant brands in retailing and we thoroughly enjoy working with them - any brand that promises to sell orgasms demands to be taken seriously and when their new look is unveiled, I have no doubt that they will.”

The full article can be found on the Design Week website

Miranda Nagalingam
Posted on Wednesday April 13 2011 | Comments (2)