Merit began as a beauty concept within the brand incubation team at Who What Wear, built around a vision for elevated, minimalist makeup with skincare benefits.

As part of the team developing the brand’s early creative foundation, I helped translate consumer insights, editorial data and cultural references into a visual direction designed to resonate with a fashion-minded, professional audience.

My work focused on defining the emerging creative world through visual research, mood and positioning, identity exploration, packaging concepts and early art direction—creating groundwork that helped establish the brand’s initial point of view.

Logo

The identity exploration focused on simplicity and confidence, drawing inspiration from the visual language of fashion rather than traditional beauty branding. I created a simple but confident logo used today.

I explored a restrained, typography-led approach designed to work fluidly across packaging, imagery and digital applications while maintaining an elevated, understated presence.

Packaging Exploration

Building from the initial visual direction, I developed packaging concepts exploring how minimalism could still feel distinctive and luxurious.

Neutral palettes, tactile materials, simple forms and considered details created a quieter expression of luxury, while primary and secondary packaging studies explored how the brand could translate consistently across a broader product system.

Unique Packaging Moments

Alternative secondaries that look simple but are innovative and luxe. The experience of opening the cosmetic should feel special and somewhat precious so these alternative slide-based cartons were developed.