The revamped Ann Summers website went live last week, designed by Creative Cake, and the first of its new-look catalogues is scheduled to be launched in September.
The launches are part of the brand’s change of direction, which has seen a revamp of the logo, store interiors and signage since the beginning of the year.
The website uses the brand’s two core colours, a raspberry red and an aubergine red, says Ann Summers marketing and brand development executive Rebecca Franklin.
‘People who are buying sexual products want to buy them in an environment they would use them in,’ says Franklin. The jade green previously relied on by the brand was beginning to look ‘tired and dated’, she adds.
Franklin says that in the past the catalogue has been ‘more product-led than style-led’. However, for the autumn/winter 2002 catalogue, structure and page layout will change, and there will be new fonts and colouring to reflect the new direction of the brand. The cover ‘will use more cutting-edge photography’, she says.
The Ann Summers rebrand has been managed by an in-house design team, interiors consultancy Silver & Co and graphics group MHG, and features in all new stores.
The company is still monitoring the market to see how consumers are responding to the new look and is yet to make a decision regarding overhaul of existing stores.