Dorcel refreshes brand identity and unveils new logo

Dorcel unveiled its new logo which it describes as “modern, sophisticated, elegant and sensual” and its refreshed brand identity as ‘House of Pleasure‘.


The new logo of the brand, which has been a reference point for tasteful adult pleasure since 1979, aims to show the evolution of a company that has always moved with the times and at the same time emphasizes its position in the market.

“Since its creation four decades ago, Dorcel has always known how to evolve with society to remain a major player of pleasure and fantasy. After more than 40 years of making millions of adults fantasize, the French brand, present in more than 75 countries, is more than ever the ‘house of pleasure’ for all,” the rep continued. “Dorcel is increasingly dedicated to helping all adults experience a relaxed, happy, refined and responsible sexuality through its range of pleasure accessories, lingerie, films and fantasies.”

After replacing in 2011 the brand’s first logo, famous toucan, with the familiar pink seal, Dorcel once again turned to agency Dragon Rouge to “support his move upmarket”.

“With the Dorcel team, we were able to shed light on new uses and new expectations regarding sexual pleasures. The new graphic and verbal identity reflects a sincere shift in an iconic brand for many French people,” Dragon Rouge Managing Director Mathieu Sakkas explained.

Dorcel commissioned numerous surveys with a total of over 15,000 people to analyze and evaluate the new logo. “Whether saw a heart, a mischievous eye or a vulva, those interviewed saw it as an expression of chic sexual pleasure,” the rep said.

Dorcel’s websites and social media channels have already switched to the new look, and product packaging and signage will be updated throughout 2022.

To learn more about Dorcel, visit and follow the company on Twitter and Instagram.

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