Repositioning Rituals Cosmetics
Redefine the brand promise and create an interactive global platform that seamlessly blends the e-commerce experience with Rituals editorial stories. Year: 2015 – Role: Creative Direction & Design
Rituals is an international cosmetics brand with 350+ stores worldwide and a growing e-commerce platform. Beside their stores and web shop, their products are available at almost 1000 points of sale within leading department stores, onboard airlines and in 800 hotels.
The Collected Insights
We began by asking current customers about their beauty habits. The recurring element? Some actions feel so natural and ingrained, they are barely noticed on a conscious level. That’s where we saw an opportunity for Rituals: to experience the everyday with new, different eyes.
The idea
Change the ordinary in extra extraordinarily
Rituals gives you tools & stories to enrich daily events. Taking a bath? Why not elevate it with a short story on the history of bathing & ideal circumstances. Waking up? Why not start a meditation session on your phone. Turning every day moments into more meaningful rituals. That's the idea.
Brand promise
Making the everyday exceptional
We believe that happiness can be found in the smallest of things.It is our passion to transform your everyday routines into meaningful rituals.
Creative concept
From inside to
outside — and back
To offer customers a 360° brand experience, we connected the online and offline elements in one seamless journey: from the website to the app and back to the store
Integrated storytelling
Transforming the essence of beauty
By escaping the traditional just-the-product strategy, we empowered the brand to stay a step ahead. Rich content and relevant experiences formed the core element of this new strategy that envisioned Rituals as a skilled storyteller and a beauty expert.
Product innovation
Let’s kickstart your day with some morning meditation and even yoga
From your daily dose of zen to the after-lunch workout, we help you stay on track and motivated in every moment. Our smart store finder is there to deliver relevant information based on your location, as well as direct you to the nearest Rituals store.
Brand language
True beauty,
from the inside out
Eventually, we hand-selected the best freelancers for each task — from icon and platform designers to copywriters and photographers — and led the in-house creative team in the challenging transformation of the brand’s visual identity. Every month, we would generate contagious stories that would support our bigger idea of celebrating all the little things in life.
Photography
We opened up the product photography and gave the products a bigger stage where they could manifest. Regarding the editorial photography we wanted make nature a bigger part of the brand.
Iconography
We created a recognisable icon set containing more than 35 icons.
