We created a new beauty experience
curated by Marie Claire, delivered by Ocado
| Tone of voice
A trustworthy beauty destination
A joint venture between Marie Claire’s 27 years of beauty knowledge with Ocado’s e-commerce expertise resulted in an exciting new brand: Fabled.
We developed a name, positioning, and visual and verbal identity to bring the new beauty and wellness brand to life across digital platforms, and into the central London flagship store.
Marie Claire’s editorial expertise sits at the heart of the brand. It influenced everything: from the name – which references Marie Claire’s role as curator – to the photography and tone of voice that reflect the down-to-earth but polished style of magazine editorial. The positioning reflects that beauty is feeling good inside and out, being the best you can be and living the life the way you want to.
The look and feel is clean, bright and sophisticated, allowing Fabled to act as an umbrella for the premium products it sells whilst maintaining its own individuality.
Fabled’s combination of content and commerce within a community of like-minded people has given shoppers a cutting-edge and trustworthy beauty destination.