Sex on the Table

We started by looking at type treatments and gravitated towards a very sensual font called Lust by Neil Summerour. We loved its delicious curves and swash alternates.

These lockups had an interesting vibe and were certainly of-the-moment, but in the end seemed more suitable for headlines than for logo usage.

Our next approach called out the “X” and “O” within the name to play off the romantic hugs-and-kisses qualities of this niche. The line above “table” is symbolic of a tabletop.

Bonus: the nature of the letter forms in the Sevigne typeface and the floating top line of the box allow this logo to be used as a stamp or stencil
(see second image).

In this version, we distilled the name down to two symbols: an “X” representing “sex” is positioned above (or on) an iconic table shape. These elements are embraced by two brackets to complete the mark.

We brought in the lovely Cochin typeface in regular and italic to add an elegant juxtaposition.

The last exploration led to the winning design. This study began with the idea of a plate. In the first design round, we used a minimalist representation of a plate to hold an image of the key aphrodisiac ingredient used in each product, e.g., artichoke, lavender, or strawberry. The name is wrapped around the plate in the classic Trajan Pro and the product or tagline is set in the friendly Lucida Handwriting Italic.

We determined that a corresponding product-neutral master logo was needed for general use. This led us to the idea of a monogram as you might see on fine china. After playing around with various letter shapes we developed a monogram incorporating an S and and X, shorthand for “sex.”

Detail: the letters form a heart when they come together, adding a subtle, romantic element to the design.