Katherine Power partnered with Aruliden to create Merit, a clean and minimalist beauty brand designed with intention, personality, and emotional resonance.

At every step, the process focused on developing a brand and product line that could meet the standards of even the most discerning customer. The resulting strategy, graphic system, and packaging address the Merit customer’s elevated taste, environmental concerns, and desire for products that work effortlessly on the go.

The identity combines a bold yet elegant sans serif logotype with a muted palette that balances simplicity and sophistication while maintaining a strong and direct personality. Packaging forms express the brand’s essentialist philosophy through restrained geometric shapes and reducing materials down to only what is necessary for the optimal experience.

The result is a minimalist system that balances elevated aesthetics with thoughtful sustainability, earning a place on the vanity through both form and function.