MERRITHEW® BRAND OVERHAUL

The Challenge

Merrithew® had built a loyal global following over decades - but by the mid 2020s, its visual identity hadn't been meaningfully updated in over 25 years. The refresh needed to go beyond aesthetics: the brand also required a full architectural overhaul, reorganizing into four distinct sub-brands while absorbing several acquisitions. The challenge was building a cohesive, scalable system that could house multiple identities without losing clarity or authority.

The Solution

I led a 360-degree overhaul touching every layer of the Merrithew® identity - colour, typography, logo, equipment and packaging, and a fully redefined photography and video direction - turning Merrithew® into a modern lifestyle brand.

• Refreshed logo and updated colour system across all brand tiers

• New typography suite across digital and print

• Redefined photography and video style guidelines

• Brand architecture across four sub-brands

• Integration of acquired brands into the Merrithew® ecosystem

• Global rollout to partners, distributors, and resellers worldwide

The Experience

The impact was measurable across every channel - social following, viewership, website traffic, and time on site all saw meaningful lifts. Most significantly, consumer perception shifted in a deeply positive direction. What had once felt dated now felt like a category leader.

Client: Merrithew® International
Role: Creative Director, Design & Marketing