MORPHE
STAND ALONE STORES + POP-UPS // NORTH AMERICA, UK and EUROPE
RETAIL STRATEGY RETAIL CONCEPT RETAIL DESIGN (SPATIAL, FIXTURE + DISPLAY) DESIGN INTENT IMPLEMENTATION
HELPING BEAUTY LOVERS EVERYWHERE BLEND THE RULES AND BECOME WHO THEY DREAM TO BE.
Morphe has grown from a single store in Burbank to an international beauty superstar and is now one the fastest growing beauty brands in the world. We were there at the beginning of this transformation, defining the brand story, the brand identity and the retail identity. We helped create the platform that allowed Morphe to push the boundaries of the beauty world and connect with their fans like never before.
Morphe started as a store focused on selling affordable makeup brushes and color palettes. They cleverly began embracing influencers at the beginning of the influencer trend and built a small but passionate following. As we worked with them to build their brand we recognized their core products, but also celebrated their inclusive approach and created an identity and environment that is bold, engaging and open.
As we dove deep into the brand, we learned that their reason for being, the thing that was most important to the founders, was that the products were legitimate beauty products at an affordable price. They believed that everyone, regardless of class, gender or race should be able to be their own beauty superstar. No longer were the days where brushes and color palettes were for the artists only. Morphe saw themselves as a true champion of everyone - beauty for all!
We translated this idea into a brand identity, tagline and store design. The logo and packaging were inspired by the tools and techniques - the “cuts” in eyeshadow application informed the serif of the logo, the brush strokes found their way onto the packaging and the store became a beauty playground.
In a time of diminishing footprints, the Morphe stores were oversized and bold. Walls lined with their iconic brushes and palettes create a backdrop of possibility and color. Center aisles of easy-access product testing counters and displays encourage try-and-play. Impromptu makeup station encourage on-the-spot makeovers, key influencers had their own destination bays and some locations even had full-room studios for classes and group events.
