Melonì is a Romanian cosmetics and skincare brand built from the ground up — no identity, no audience, no name. Four years later it holds category awards, Douglas partnerships, and first-rank search positions against Sephora and Notino.
Services
Client
Year
Website
Challenge
A saturated market. No brand. No audience. No name.
The female cosmetics market is one of the most competitive categories in consumer goods. Melonì entered it with none of the fundamentals in place — no brand identity, no defined target audience, and no name. The primary goal was to understand the founder’s vision, conduct rigorous market research, and build a brand capable of connecting with the right audience from day one. Everything else had to follow from that.
Two years of research that proved accurate on every count.
Through market analysis, audience profiling, and competitive research, a series of detailed user personas were developed — mapped across demographics, psychographics, career stages, hobbies, and purchase motivations. These profiles became the decision-making framework for every subsequent design and marketing choice. Two years after launch, the research had proven accurate across the board: audience targeting, content tone, visual direction, and product positioning all performed as designed.
Challenge
A name that connected. A logotype built to last.
The name Melonì — inspired by the Greek feminine suffix that adds warmth and personality — instantly resonated with the target community and became a core pillar of the brand’s identity. A custom-designed logotype was developed to serve as the brand’s permanent identifier. Visual identity, brand guidelines, and photography direction were built around a philosophy of accessibility: playful graphics, friendly non-fashion typefaces, and imagery featuring women selected for their individuality rather than industry standards. The message was deliberate — Melonì products are for everyone.
Models chosen for individuality. Content designed to provoke confidence.
Product and mood photography expressed beauty, calmness, and relaxation through models selected for the character they radiated rather than conventional beauty standards. The goal was to visually communicate that Melonì is for every woman — built around personally-defined standards of care and self-expression, not the industry’s.
Built to inform, built to convert.
The Melonì online store was designed to serve product information clearly and convert interest into purchase decisions. Community-building features — FAQs, per-product explanatory content, and a review system allowing users to share their age, skin type, concerns, and images — established trust with an audience new to skincare. User testing confirmed clean, frictionless journeys across all flows. Product page SEO competed directly against Sephora, Douglas, and Notino in Romanian SERPs. Brand-related keywords including “Melonì” reached first rank shortly after launch.
Goal
Build a brand that earns its place in one of the hardest consumer categories.
The brief demanded more than a logo — it required a complete strategic and creative system capable of competing in a heavily saturated market while connecting authentically with a first-time cosmetics audience. The brand had to feel inevitable from day one: a name, an identity, a community, and a digital presence all working together.
Result
Category awards. Douglas partnership. First rank on branded search.
Melonì launched in 2021 and immediately earned recognition for its innovation in the Romanian cosmetics market. It entered a partnership with Douglas and established itself as a leader among non-mainstream cosmetics brands. Product page SEO competed against Sephora and Notino at the top of Romanian SERPs. Brand keywords reached first rank shortly after launch. In the years that followed, the brand’s success continued to compound through a wider product range and deeper market presence. A four-year ongoing engagement — and still going.
A cosmetics brand born in one of the hardest markets to crack.
A cosmetics brand born in one of the hardest markets to crack.
