SERVICES
Branding
Custom E-Commerce Website
Signage
Email Design
Social Media Content Creation
Print Collateral
ABOUT
High Tide was Eddie’s very first Eddie On Tap client. The kind of client that walks in with big trust and leaves a lasting imprint. From day one, Paige and Søren gave us permission to dig deep into the heart of their business: a contemporary adult store and community space that exists to normalise, soften, and reframe the conversation around sexual wellness.
What started as monthly social media content soon evolved into a full-scale brand refresh, including website, art direction, social templates, print collateral, and EDM design. Over a year into working together, we’d all started to feel the gap between where the brand began and where it was heading.
The visuals didn’t feel like High Tide anymore so we built a new identity that did.
This new direction needed to be elevated, moody and unmistakably High Tide: rooted in trust, calm confidence, and the kind of clarity that makes people feel seen, not sold to.
This new direction needed to be elevated, moody and unmistakably High Tide: rooted in trust, calm confidence, and the kind of clarity that makes people feel seen, not sold to.
NOSTALGIC
Look and Feel
The identity is minimal but textural, sharp yet soft. The submark, a subtle nod to the product range adds a playful wink (can you spot it?). We also brought in illustration by High Tide collaborator and artist Rosie Turner to ground the brand in its local community.
PRINT COLLATERAL
While parcels are kept unbranded for privacy, the internal packaging is still designed to feel thoughtful and aligned with the in-store experience. Each order includes a High Tide thank you card, a branded sticker, and recycled or recyclable packaging, minimal, considered, and kind to the planet.
The High Tide gift card was designed to feel like a gift in itself, not an afterthought. Printed on blue Colorplan stock and embossed with the High Tide brand mark, it brings tactility and presence to the act of gifting pleasure. Subtle, beautiful, and completely on-brand, it reflects the store’s ethos of care and quality in even the smallest of offerings.
WEBSITE, SOCIALS & EMAILS
The in-store experience at High Tide is warm, considered, and stigma-free, a stark contrast to the clinical or hyper-stimulating environments often associated with adult retail. Our task was to ensure the digital presence felt just as intentional.
We refreshed the website, designed to be calm, clear, and intuitive while removing shame from the shopping experience.
It was our main goal to help customers feel safe, informed, welcome and of course excited to be there.
Across social media, we built a visual system that could flex for product, education, and storytelling. Thoughtfully art-directed content and soft layouts give the feed an editorial quality, but one that still invites play.
Our email marketing design takes a similar approach, never loud or salesy, but informative, curated, and in step with the tone of voice we refined across all platforms. Each touchpoint is a moment to build trust and empower the customer.
Ultimately, the digital brand needed to mirror the emotional intelligence of the store. Every interaction on screen or in person, had to reflect High Tide’s commitment to care, quality, and community.
SIGNAGE
For High Tide, subtlety is everything. We used a minimal signage suite from Willy & George, window decals, façade signage and a leather A-frame that gives a quiet wink to what you might find inside.
High Tide doesn’t rely on explicit imagery or traditional adult-store cues. The store speaks for itself, and the signage simply guides you there, calm and considered on Rankins Lane.
Photography by Dominic Xavier
For a category still navigating stigma, Paige and Søren have built something truly remarkable. A welcoming, considered space that people feel genuinely comfortable being in. Their recent Marie Claire Australia feature is a testament to this, a reflection of the trust they’ve cultivated and the conversations they’ve helped to shift.
It’s been our honour to support their evolution and watch them flourish.
More Work
