HONEY LOVELOCKE

Honey Lovelocke is a lingerie and kink boutique in North Melbourne. I designed the logo, business cards, packaging, a one-page brand guideline and a tone of voice. The brief called for an elegant design that would appeal to a wide range of customers—from those looking for something subtly seductive for their wedding night to those wanting to explore bolder options with cuffs and whips.

Tone of Voice: Sophisticated, alluring, and inclusive, balancing elegance with a hint of playfulness. It should speak to a diverse audience, ensuring that those seeking subtle romance feel just as welcomed as those embracing bolder desires. The language should be sensual yet tasteful, avoiding anything overly explicit while maintaining an air of confidence and intrigue. Think of a tone that’s refined, inviting, and a touch provocative—without being intimidating or overly suggestive.

logo for lingerie store honey lovelocke
Product tag for 'Honey Lovejocke' red lace bra and underpants, priced at $150, on beige background.

POS swing tags

logo for lingerie store honey lovelocke
logo for lingerie store honey lovelocke
Two promotional cards on a marble surface; one card in black reads 'Purveyor of Kinky Fashion & Accessories' with an address, and the other shows a person in black lingerie with gloves.
Open black box with white tissue paper and a black sticker.

Packaging

Brand guidelines document featuring logo variations, color palette with Honey Gold, Hot Pink, Rich Black, and typography instructions for Anton and Work Sans fonts.
Black gift box with gold embossed 'Honeysuckle' text on a dark wooden table.

Packaging