Empowering bareMinerals & Crafting a Cohesive Retail Identity

Strategy and design

THE CHALLENGE

bareMinerals sought a unified Environmental Identity, North Star Retail Concept, and Visual Merchandising Toolkit that would authentically reflect their brand essence across all physical spaces.

STRATEGIC APPROACH
& DESIGN CONCEPT

Applying a macro-to-micro approach, we delved into translating bareMinerals' core values and refreshed visual identity into a dynamic design language. Rooted in the brand ethos of "The Power of Good," this language was meticulously crafted to resonate consistently across freestanding stores, shop-in-shops, and open-sell environments. The goal was to celebrate and bring to life the brand's essence with unwavering authenticity.

RESULTS & RETAIL EVOLUTION

The meticulously crafted design language successfully transformed bareMinerals' physical spaces into a seamless extension of their brand essence. The North Star Retail Concept and Visual Merchandising Toolkit provided the brand with a consistent and impactful presence, resonating authentically with customers across various retail environments.

Responding to the evolving needs of bareMinerals, our collaboration expanded to devise a comprehensive Retail Playbook. This playbook, spanning over 400 pages, is organized into Principles and Principles in Practice. It equips bareMinerals to maintain a compelling presence globally, ensuring their core principles continue to steer all retail design endeavors.