Shopify case study · Entertainment
Illuminaughty
A closer look at the strategy, design and build behind the store.
Visit live store
Inside the build
Illuminaughty – Provocative Pleasure Meets Clean Design
About the Brand
Illuminaughty is an edgy, US-based adult mystery toy brand that celebrates playful self-discovery. With product lines spanning app-controlled vibrators, luxurious lingerie, and BDSM accessories, they infuse boldness, modern tech, and discreet empowerment into every offering.
The Challenge
Their previous site lacked a clean narrative and had clunky navigation. Illuminaughty needed a store that didn’t just sell products but guided visitors through a confident and pleasurable experience while retaining discretion and brand identity.
Our Approach
We reimagined the Illuminaughty Shopify store—balancing boldness with clarity:
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A streamlined navigation setup featuring focused categories like “For Her”, “For Couples”, “BDSM”, and the signature Rose Collection
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Crisp, modern design that conveys sensuality without clutter, while ensuring fast, mobile-first performance
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Product pages reorganised to highlight key features and benefits with visual hierarchy and persuasive layout
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App integrations added after structure and design were finalised—covering reviews, email capture, upsells, and tracking
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Price selectors and discreet packaging messaging woven in carefully to improve user comfort and conversion
The Result
The new Illuminaughty store captures the brand’s sultry, playful spirit while delivering a polished, intuitive shopping experience. Browsing feels exciting yet safe, and product discovery flows effortlessly—turning curiosity into purchases in a clean, confidence-building environment.
Project snapshot
The build,
by the numbers.
Focused scope, senior delivery and a store built to keep working after launch.