mon ami by Lovehoney
mon ami is a sexual wellness brand from the team behind We-Vibe and Womanizer, launched into the American market to offer elevated products at an accessible price point.
Scope
Brand Strategy Creative Direction Copywriting Graphic Design Print Production
Even the spiciest industries need to play by the book. Here's how we built a brand from scratch, fast, to win over the retail buyers deciding whether sex toys belong on Walmart's shelves.
The Ask
Lovehoney needed to introduce mon ami to the buyers at major retailers ahead of a category-defining event. The brief was to spark interest, establish credibility, and get buyers to follow up with the sales team post-show. The catch: the audience wasn't the mon ami customer. It was a room of predominantly male, older, conservative retail buyers deciding category placement for chains like Walmart and CVS. They are motivated by margins and market data, not desire or empowerment. And outside of packaging, this booklet would be mon ami's first branded piece, meaning we weren't executing an established identity; we were accelerating one into existence under a trade show deadline.
The event was a great success, and the brochures were fantastic! We really enjoyed working with BOLD LIP and are excited about future collaborations.
Alice Langton
Global Brand Manager
The Insight
A retail buyer doesn't need to be convinced that sexual wellness feels good. They need to be convinced it sells well and won't embarrass their store. The entire piece had to read like a business case in consumer clothing: market data and growth stats up front, tasteful, mainstream-safe imagery throughout, and language built for a buyer's mental math (margin, differentiation, shelf-readiness) rather than a customer's mental state (pleasure, comfort, connection).
The Answer
We built mon ami's first real brand expression under trade show pressure, establishing their visual and verbal language. A soft, iridescent gradient system, moving between blush, lilac, and citrine, gave the booklet a premium, beauty-adjacent feel rather than a novelty one, while circular colour-blocked product frames let a dozen different toys read as one coherent, retail-friendly family. We leaned on Lovehoney's existing photography library, selecting and directing imagery that felt intimate without tipping into anything a conservative buyer would hesitate to hold up in a meeting. A market data spread led with hard numbers, so buyers hit the business case before the product case. A quote from sexologist Dr. Jess O'Reilly gave the category external, third-party authority. Copy shifted register entirely from what we'd normally write for a consumer-facing piece: confident and credible, built to answer a buyer's unspoken question of "will this work in my store," rather than a customer's "will this work for me."
The Impact
The booklet gave mon ami a credible, retail-ready presence at a critical trade show, ahead of its full brand identity, helping secure follow-up interest from key buyers and positioning mon ami as the preferred choice among mainstream retailers. The event itself was a success, with the brochures singled out as a polished, standout touch that drew positive feedback on-site, a strong signal for a brand introducing itself to buyers for the first time.
