We chose to focus on those that were maybe intrigued by Porn, but felt unrepresented in the current mainstream. Our research showed us that visually there were two options. The sleazy, mainstream sites or the more clean and sleek sites (direct opposites in their look and feel). CHEEX wanted to be proud of being cheeky, to rejoice in the naughtiness and celebrate the fact that pleasure was something we all should be able to enjoy. We wanted the brand to reflect this. Through the design of a series of fruit stickers (ethical, fair-trade), funky slogans and a juicy peach logo, we wanted to push CHEEX to the front of the alternative porn industry.