Background
As an interim leader I was brought in to elevate the global brand and commerce experience, bridging brand transformation with digital platform evolution. Supporting global rollout and improved brand consistency across markets.
Client
Rituals Cosmetics
Year
Q2 2014 / Q3 2016
Team
Fabrizio Di Bon – Creative Director / Lead
Domenico Lomonaco – UX Design
Mark Goede – Copywriter NL
Paul Carroll – Copywriter UK
Thijs Wehrmeijer – Brand and UI Design
Nick Zoutendijk – Artworker / Illustrator
Development agencies
Emakina – Platform
Mobile Strategy
Rituals. Making the everyday exceptional.
Rituals is a global cosmetics brand with a strong omnichannel presence spanning retail, e-commerce, marketplaces, and over 1,000 points of sale across department stores, airlines and hotels. I established and led the brand’s first in-house integrated agency, bringing together brand, design and digital under one roof during a pivotal shift from product-driven growth to experience-led thinking. This meant redefining what a flagship experience could be and exploring Rituals’ expansion into a broader home and lifestyle offering.
I directed the design transformation and global platform migration from Drupal to Demandware, aligning internal teams and external partners around a more scalable, brand-driven ecosystem. In parallel, I led the evolution of the commerce app into a fully integrated brand experience, bridging content, commerce and storytelling, while building and leading a multidisciplinary team across copy (NL/EN), UX, UI and brand design to ensure consistency across every touchpoint.
Strategic Insight
The idea
We started by observing everyday beauty habits. The ones so ingrained they happen almost unconsciously.
At the same time, a shift was happening. Between 2015 and 2016, yoga and meditation rapidly moved into the mainstream, with studios opening across Amsterdam, London and other urban hubs, and a growing audience actively seeking moments of balance within fast-paced lives.
That’s where the opportunity emerged: not to add more, but to reframe what’s already there. To help people experience the everyday with fresh eyes.
Turn the ordinary into the extraordinary. Rituals became more than a product. It became a guide. Through content, context and small interventions, we enriched daily moments. A bath became a ritual, layered with story and intention. A morning routine evolved into a moment of reflection or meditation.
By embedding meaning into the everyday, routines became rituals.
Brand Promise
Making the everyday exceptional
We believe happiness lives in the smallest of moments. In the routines we repeat without thinking. Our role is to transform those moments into meaningful rituals, adding intention, story and a sense of pause to the everyday.
Let’s start today
Design principles
Elevate the Everyday
We don’t add more. We transform what exists into something richer, softer, more intentional.
From Routine to Ritual
Small actions, repeated daily, become something to look forward to.
Notice the Unnoticed
The most meaningful moments are already there. We simply bring them into focus.
Layer Meaning
Every touchpoint carries story, context and depth. Never just functional, always felt.
Commerce Platform
From Touchpoint to Ritual
Every interaction was designed to connect, building one continuous experience across web, app and store. What started as touchpoints became something more intentional. A ritual.
Transforming the essence of beauty
By escaping the traditional just-the-product strategy, we empowered the brand to stay a step ahead. Rich content and relevant experiences formed the core element of this new strategy that envisioned Rituals as a skilled storyteller and a beauty expert.
Integrated Rituals App
Ideation, Design and integration of Meditation Product
Meditate with Rituals
Within the Rituals app, we integrated a meditation experience designed to help users slow down, unwind and step out of the everyday.
These moments became part of a broader ecosystem, where digital experiences connected seamlessly to the physical world. Complementary products, from scented candles to yoga mats and curated home and body essentials, extended each ritual beyond the screen.
Digital rituals flowed naturally into tangible ones, creating a more complete, sensory brand experience.
Visual Identity – Colours
Development Icon set
To support the complete narritive I had different creatives working on different tasks. From custom iconography, to custom updated photography.
Skills
Brand Identity Design
Brand strategy
Brand storytelling
Co-creation
Creative direction
Digital design
Design systems
Experience design
Film direction
Graphic design
Product development
Photography direction
UI / UX
Team
Copywriters UK/NL
Ux Designer
Ui Designer
Artworker / Illustrator
Credits
Agencies Development
Emakina
Mobile Strategy