Brand design agency Free the Birds has collaborated with cult beauty brand, Sunday Riley to elevate its in-store retail experience for customers. The agency has created a cohesive brand vision that ensures the brand is recognisable to its core fan base, as well as encouraging newcomers to “trial” products.

“In the physical retail world, you’re literally surrounded by competitors – sometimes on the same shelf – so capturing people’s attention is incredibly challenging,” said Nick Vaus, Partner and Creative Director at Free The Birds.

Sunday Riley is a hugely successful brand, but it needed a recognisable, seamless brand aesthetic in its physical retail spaces. This is common when growth happens on such a fast and vast scale. We have provided Sunday Riley’s in-store design teams with a strong “North Star” to work with, so that there is synergy across the in-store retail architecture and promotional materials.”
This “synergy” was achieved through the introduction of a headline colour, sunshine yellow. The colour is not only instantly recognisable, but reflects the sense of warmth and positivity that is reflective of the brand’s ethos. The colourway is supported by the introduction of a large, single brand icon – “The Daily Sun” – whose arch acts as a motif throughout the displays, appearing also in the merchandise architecture and gondolas.
In order to ensure further recognition from afar, the balance of the current logo for in-store executions was changed by shifting to focus towards SUNDAY and reducing the size of RILEY. Yellow acrylic plinths and pedestals for counters have also been introduced to help elevate “hero” products, best sellers and promoted ranges, so that the Sunday Riley’s in-store team can infuse creativity and drama into the displays and create a bespoke experience within each retail space.
Vaus further commented: “Sunday Riley’s retail displays will now be true beacons of light, giving the incredible product range the attention it deserves within stores. We look forward to seeing how the brand’s in-store design team uses the aesthetic we have designed to elevate experiences for customers in each unique space, premium or otherwise.”
Sunday Riley commented: “Free The Birds has created a beautiful, consistent and functional brand experience that not only drives standout in our competitive market but perfectly communicates the essence of Sunday Riley, so we can showcase our brand vision, no matter what our setting.”