Merit Beauty Rebrand

For my semester-long project in my brand identity class, I was tasked with rebranding every aspect of an existing company, and I chose to rebrand Merit Beauty. The goal was to revitalize the brand’s identity while staying true to its core values of simplicity, inclusivity, and clean beauty.

One of the key challenges I identified early on was that Merit’s old logo felt outdated and disconnected across various platforms. I wanted to create a new design that would feel both luxurious and approachable, an identity that resonated with a broad audience while maintaining a sense of elegance and ease. To guide this vision, I came up with the tagline “Your version of everyday luxury,” capturing the balance between sophistication and accessibility.

Throughout the semester, I reimagined everything from the logo and packaging to digital touchpoints, ensuring the new identity was cohesive, modern, and visually striking. My rebrand aimed to strengthen customer connections, enhance brand recognition, and provide a seamless experience across all platforms, online and offline.

In addition to the final designs, I developed comprehensive identity standards and a process book that documents every step of the rebranding journey. The process book includes my research, design exploration, iterations, and strategic decision-making, offering insight into the evolution of the brand identity.

In this intensive course, the project became one of the most fulfilling and immersive experiences I've had. It challenged me to balance aesthetics, functionality, and messaging while developing a brand that feels fresh, luxurious, and inclusive. The redesigned Merit Beauty identity embraces a modern approach to beauty, creating a lasting impact on its audience while maintaining the brand’s core values.