visual branding design, website design + development, Creative direction, content creation + email marketing
esmerelda toys
Project Overview
+20
collaborators
in the sex education community
+40%
increase in Instagram growth within 6 months
Success looks Like:
A complete brand refresh that streamlined the name, modernized the logo, and introduced a bold new colour palette, supported by a go-to-market strategy across email, social media, content creation, Google Ads, and e-commerce website design. The result was a cohesive and inviting brand experience that not only elevated recognition but also positioned Esmerelda to thrive in a competitive market.
WHAT WE DELIVERED:
Simplify and strengthen the brand identity, create a vibrant and welcoming visual direction, and design a marketing strategy that built awareness and trust across social media, email, and digital platforms.
Our Goal:
A Vancouver, woman-owned brand in the intimacy space needed a modern refresh that could build trust with customers, stand up against competitors, and connect with a millennial audience in a way that felt playful, inclusive, and approachable.
Problem to Solve:
Creative Direction, Visual Branding Design, Website Design + Development, Content Creation, Email Marketing
Project Type:
Esmerelda Toys
Client:
+35%
boost in organic website traffic
- Bridgette O'CONNOR, CEO OF ESMERELDA TOYS
Hope and the talented Unicorn Team are incredible! Incredible attention to detail, knowledge and expertise, kind and generous with time and patience to really understand our brand and messaging.
From the brand audit to the new rebranded website migration and launch, the team has been incredible every step of the way, helping us blossom the brand into new beginnings. Not possible without Hope (a true master of her craft) and her amazing team.
A look at Esmerelda Toys
When Esmerelda came to us for a brand refresh, we knew this was an opportunity to create something truly special. As a local, woman-owned business in the intimacy space, they needed a brand that could feel bold and modern while still being approachable and inclusive. The challenge was to strike the perfect balance: playful enough to stand out among competitors, yet trustworthy enough to connect with millennial and Gen Z customers on a personal level.
One of the first hurdles was the name. The original “Eso Es Esmerelda” drew from the founder’s family lineage in Mexico and Ireland, where language and expression are woven deeply into everyday culture. She wanted her brand to carry that heritage while also feeling playful and pleasurable, almost like a cheeky way to say “omg.” While the sentiment was authentic and full of personality, the phrase created unnecessary barriers for a primarily English-speaking audience and made brand recognition harder. We recommended simplifying the name to Esmerelda, keeping the heart of femininity, kindness, and warmth at its core, while ensuring it was easy to say, remember, and celebrate.
From there, we focused on elevating the visual identity. We kept Esmerelda’s signature purple as an anchor, but reimagined the palette with dreamy, vibrant tones and a pop of punchy lime for energy and spice. The refreshed visual identity introduced a sassy, bold script font that nodded to the brand’s past while signalling a fresh new chapter.
a multi-channel marketing approach
As part of the refresh, we developed a go-to-market strategy that ensured Esmerelda could launch with impact and consistency across every channel. Our team mapped out a full content and marketing approach that included email campaigns designed to build trust and nurture customer relationships, social media management to create a fun and inclusive community presence, and custom content creation that brought the new brand identity to life. To support visibility and sales, we layered in targeted Google Ads and a cohesive marketing strategy that aligned messaging, visuals, and timing to make sure Esmerelda’s story reached the right people in the right way at the right time.
more than a product
Bridgette’s vision for Esmerelda went beyond products. She wanted to expand the community and create a safe space where people could connect with sex counsellors, therapists, coaches, and educators who share her values. To bring that idea to life, we built a custom directory that serves as a trusted resource hub. This feature not only supports her mission of fostering education and connection but also positions Esmerelda as more than a brand, transforming it into a community that empowers and uplifts people in their journey toward pleasure, confidence, and wellbeing.
shaping the visual identity
To make Esmerelda’s refreshed brand truly shine, we partnered with fellow creatives at Still Olive for a full suite of product photography. Working together from afar, we provided the creative direction and vision while their team brought it to life through styling, photography, and playful motion assets like GIFs. By combining our brand strategy with their artistry, we created imagery that felt bold, modern, and inclusive. The photos featured diverse models, vibrant colours, and small but impactful details like dreamy backdrops and polished nails that made the brand stand out. This collaboration between agencies ensured every asset reflected the new identity and gave Esmerelda a cohesive, scroll-stopping look across digital platforms.
