MELONÌ
Serums, Branding, Website & Marketing
Melonì was designed from the ground up due to its lack of brand identity and target audience. Through the identification of a target audience, a brand was born with a powerful name that instantly connected with the community, which was one of the core messages Melonì’s identity was based on.
The business model of Melonì was, and still is, one of many in the heavily saturated market of female cosmetics. The project’s primary goal was to comprehensively understand what the founder’s needs and wants were and to perform thorough market research to position the business as a brand and connect with the proper target audience — resulting in designing a brand with a flawlessly-fitting identity.
Concluding in the invention of a suitable name and a custom-designed logotype.
Overview
client
MELONÌ
country
ROMANIA
timeframe
4 Years + Ongoing
type
Branding / Cosmetics
year
2018
Crafting a Brand Identity for Success in the Cosmetics Market
Once a specific demographic was identified, a brand identity was formed, with a name that instantly resonated with the community — a core aspect of Melonì’s identity. In the competitive female cosmetics market, the primary goal was to deeply understand the founder’s vision, conduct thorough market research, and strategically position the business as a brand to effectively engage the right audience. This process led to a well-fitting brand identity, including a suitable name and custom-designed logo that now serves as the brand’s identifier. Melonì was then ready to confidently enter the market with this strong identity.
Brief
Melonì was designed from the ground up due to its lack of brand identity and target audience. Through the identification of a specific target audience, a brand was born with a powerful name that instantly connected with the community.
The business model of Melonì was and still is one of many in the heavily saturated market of female cosmetics. The project’s primary goal was to comprehensively understand what the founder’s needs and wants were and to perform thorough market research to position the business properly as a brand and connect with the proper target audience — resulting in designing a brand with a flawlessly-fitting identity.
Concluding in the invention of a suitable name and a custom-designed logotype, which has now become the identifier of the brand, Melonì was ready to enter the market with a failsafe identity.
1.1.
Brand Strategy & Research
- Market Analysis
- Audience Analysis
- Competitive Analysis
- Brand Purpose and Values
Through market research, a series of user-profiles were created with varying attributes such as sex, age, salary, career, hobbies, activities, and other relevant characteristics. This was a vital step that would help lead decision-making for design and marketing aspects overall. Two years ahead, the research’s results proved to be accurate. All branded material was designed to connect with the targeted audience, be it via the use of more playful graphics, specifically chosen to attract persons with a lower socio-economic background, or through the use of friendly (non-fashion related) typefaces and copy, which connected with a younger audience.
Overall, the brand’s content was prescribed to be highly informative — yet written in the language of its reader (non-medical) — to guide leads into understanding the use of the products and further increase the chances of turning their interest into purchase decisions. All previously stated actions have resulted in Melonì winning awards due to its innovation in the Romanian cosmetics market; entering collaborations with Douglas and other market leaders; establishing itself as one of the leaders of non-mainstream cosmetics brands; and a highly appreciated turnover after its launch in 2021. In the later years the brand’s performance has been even more successful due to the introduction of a wider product range and market foothold.
2.1.
Brand Identity & Design
- Logo and Visual Identity
- Brand Name and Tagline
- Brand Guidelines
- Visual Mock-ups
Brand-Driven Photography
Much like many of today’s leading brands, the use of trend-driven content is in a continuous motion to satisfy their consumers. As a part of Melonì’s ethics and creative direction directed the use of product and mood photography expressing beauty, calmness, and relaxation through unique female models (unrelated to their looks).
Selecting models according to their individuality and overall exhibited beauty (unjudged by industry standards) led to a team of models that radiated through the lenses. The goal was to visually transmit that Melonì products are for everyone, and essentially are aimed to be used for the user’s personally-created standards of relaxation and/or beautification.
3.1.
Brand Development & Implementation
- Website and Online Presence
- Marketing and Advertising
- Content Creation
- Customer Experience
Designing for the Community
The Melonì online store was not crucial to the brand’s success, however, its functionality and presentation had to be taken into account. Its main purpose is to serve product information in an easy-to-consume way and to convert interested leads into purchases — succeeding in both, through the use of design and development.
Client Trust Through Reviews, User Experience & SEO
As part of Melonì’s brand direction, a community that welcomes beginners to skincare, relaxation and female-driven reviews had to be built. This was done through the use of FAQ’s, explanatory content per product, and a review system that allows users to include product images (to appear more trustworthy), their age, skin type, skin concern, and real testimonials. Image-wise, the website is filled with women that are empowered by their bodily forms, and want to provoke other women to do so as well.
User experience was satisfactory in all testing performed. All users would easily browse the website, and perform their desired actions and purchases in the pre-designed flow of user journeys.
Product page SEO achieved strong results, competing against top cosmetic brands such as Sephora, Douglas, and Notino SERPs. Other brand-related keywords such as “Meloni” had reached the first rank, soon after the brand launch.