ROMY
A natural, substantial and uplifting identity for a conscious beauty store.
- Brand strategy
- Creative direction
- Brand language
- Brand identity
- Website & online store
- Packaging design
Clarity
Consciously curated, beautifully better.
ROMY is a conscious beauty curator, dedicated to unearthing the most innovative and exciting beauty and personal care brands. Their carefully chosen collection of specialist products make it easy to switch to more sustainable and ethical choices, without compromising on performance, delight or style.
Brand essence
Dedicated · Discerning · Thoughtful
Creative direction
The ROMY brand aesthetic is natural, substantial and uplifting. It has gravitas and authenticity, showcasing their knowledge and authority, whilst also maintaining a natural and human feel too.
“Working with you has been a dream! So much more than brand and website design, you’ve offered clarity and depth of understanding on my purpose and vision, and a whole new love for what ROMY can be. You asked the questions I didn’t know I needed to be asked and somehow you understood what I couldn’t really articulate, and translated it into something more beautiful than I could have imagined.”
Amy Dewar · Founder
Colour palette
Warm, somewhat muted, and inspired by nature. Warm whites are clear, illuminating and simple. Browns are grounding, reliable and assured. Greens are restorative, harmonious and fresh. As with the natural world, these colours sit well alongside other colours whilst also providing a solid foundation. Orange is used in small doses to bring a sense of empowerment, zest and life to the palette.
In Practice
Paper is visibly textured for a grounded, tactile, and down-to-earth feel.
Illustrations designed in collaboration with Ellie Maguire to showcase the considerations that go into choosing the products that ROMY offer.
Layouts are straight-forward, calm and structured in alignment with the way that ROMY adds structure and order to what could otherwise be a chaotic and stressful process.
Every element is carefully considered to ensure materials are used responsibly and without waste.
Website design
An online destination for lovers of conscious, independent and change-making beauty brands, the ROMY website champions, supports and celebrates brands who put the environment, nature and social impact at the heart of their offering. It is a joy to browse and buy from, and a trusted source for finding new beauty brands with a conscious approach.
Engaging home page design with a versatile layout that allows for showcasing featured brands, products, blog posts and more.
Category landing page design, optimised for SEO, usability and conversions.
Unique consideration filter functionality so that customers can shop according to their desired criteria and lifestyle.
Brand-specific landing pages that showcase their unique story and imagery.
Mega menu to showcase the range of brands that ROMY stock.
Individual product landing page design.
Several unique user experience details made possible by this bespoke design — product inventory messaging, "why we love it" content to showcase ROMY's curated approach, as well as ingredients, how to use and how to recycle to align with ROMY's conscious and sustainable mission.
Intelligent cross-sell blocks to promote products based on items commonly bought together, and based on items the user has already viewed.
Accelerated checkout integration such as Apple Pay, Google Pay and Shop Pay for further conversion rate optimisation. Gift note functionality too.
Impactful imagery and engaging words work together to beautifully showcase everything that makes ROMY unique.
Curated edits from ROMY bring together independent brands with aligned approaches.
Dynamic blocks pull through products based on most popular products, newest items, sale items, and more.
Thoughtfully designed content blocks allow ROMY to showcase featured brands, products, and more.
“You work with such care and understanding and what you’ve delivered is far beyond what I could have ever imagined. I know you’ve had to hold my hand throughout and you’ve both done it so kindly. There aren’t enough ways to say thank you!”
Amy Dewar · Founder
Created in partnership with
Clare Yarwood-White
Collaborators
Photography
Kathryn Taylor
Illustration
Joyful Creative