Sunday Riley: Elevating the retail experience
Enhancing customer recognition. Beauty and function in brand experience. Cult beauty, IRL.

Understand First

Cult beauty brand, Sunday Riley, sought our support in elevating its in-store retail experience. After experiencing fast-scaling growth, there was significant demand for a recognisable, seamless brand aesthetic in its physical retail spaces.

Beautiful Thinking

We brought synergy across in-store retail architecture and promotional materials through the introduction of a headline colour, sunshine yellow. Instantly recognisable, it reflects the warmth and positivity of the brand’s ethos. The introduction of a large, single brand icon – “The Daily Sun” – whose arch acts as a motif throughout the displays, appears also in the merchandise architecture and gondolas. Accompanied by yellow acrylic plinths and pedestals for counters, which ensures elevation of “hero” products and promoted ranges. It allows the in-store team to infuse creativity and drama into displays and create a bespoke retail experience.

“Free The Birds has created a beautiful, consistent and functional brand experience that not only drives standout in our competitive market but perfectly communicates the essence of Sunday Riley, so we can showcase our brand vision, no matter what our setting.”

Sunday Riley, Founder

Brand Identity, Visual Merchandising, Artwork, Brand Guidelines

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