Beauty Bay: Breaking the Rules by MERó

Agency: MERó
Client: Beauty Bay
Date: Apr 2018
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European online beauty destination Beauty Bay has had a digital makeover, centred around a powerful proposition of 'Breaking the Rules'.

A new logo, brand identity, proposition and digital strategy has been created by digital-first design agency Meró in partnership with the Beauty Bay in-house team and its head of creative George Burton.

Through the process they have thrown out the cosmetic marketing rulebook to develop a creative attitude that matches their challenger brand position. The brand identity pushes boundaries and aims to redefine the idea of what beauty is. It has now been rolled out across all its consumer touchpoints – from website and social media channels to packaging and large-scale outdoor spaces.

By taking a completely digital-first approach, MERó has created a brand with flexibility, so it can constantly adapt to the fluidity of the online beauty sector. Flexible elements within the brand guidelines allow the brand agility to react to seasonal trends and the changing digital landscape, while still maintaining a strong identity to stand out against the beauty brands it stocks.


Andy Culbert - Creative Director - MERó

Inma Junco - Operations Director - MERó

Kirsty Fruin - Senior Creative - MERó

Alex Holland - Digital Designer - MERó

Claire Rigby - Brand Strategist - MERó

George Burton - Head of Creative - Beauty Bay

Holly Stewart - Head of Brand - Beauty Bay

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