ROMY
One stop for sustainable beauty.
I’m really proud of this project for ROMY, a new one-stop-online-shop for sustainable and ethical beauty products. I worked closely with designer Jack Watkins through our partnership at Studio Renaissance and step-by-step we took founder Amy Dewar’s brilliant vision from a dream to a beautiful, cohesive reality.
After our initial briefing and research, I began with articulating the key positioning and point of difference for ROMY in a brand statement; the why, what and how of the brand. This is for internal use, and hugely valuable to help get everyone on the same page from the start. All subsequent creative direction was anchored in this positioning.
Brand statement
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.
Once we had brand clarity, Jack was able to start work on the visual identity, while I created the messaging plan for the website. This included thinking through details like the page structure and product taxonomy from a customer and brand point of view. Working through the different product edits, categories and filters is complex but must be done before the site can be designed or any copy written.
Website projects that run massively over time or come off the rails at development are often the result of this messaging planning stage being overlooked. Be warned, not all developers will tell you this until it’s too late.
Once the messaging plan had been signed off, I wrote copy for all the pages, including confirmation messages and emails for the newsletter sign up (another thing that often gets overlooked and can end up letting a brand down when the tone of voice fails.)
website copy
Everything’s coming up roses, and bergamot, and grapefruit… we’ve got heavenly scented botanicals to suit every mood. Spritz yourself with a natural perfume or surround yourself with the delicious aroma of a candle or diffuser from our home fragrance favourites.
The ROMY tone of voice is open, building trust through transparency; insightful and knowledgeable; and uplifting, demonstrating that there is a better way forward for the beauty industry and it can still be indulgent and pleasurable.
website copy
When it’s time to get practical in the bathroom, things don’t have to be dreary. This is one of our favourite collections because of the sheer inventiveness – reusable design and plastic-free packaging feature big. Get the job done with these super-smart, low-waste products.
“Thank you so much Clare! You’ve made this such an easy experience for me. I’ve really enjoyed the process, learnt all sorts and love what you’ve created.”
Created in partnership with Jack Watkins at
Studio Renaissance