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Birchbox Reveals New Brand Identity

Posted: June 4, 2013

Birchbox unveiled a new global brand identity that reflects the growth and evolution of the Birchbox business, along with new site improvements to further fortify its discovery platform and ecommerce offering.

Birchbox now boasts a chic new look and feel that complements the magic of the Birchbox experience, and the sophistication, fun and authenticity of the brand. With a new logo, bold colors and fonts, and vivid lifestyle imagery across the site, Birchbox.com has transformed into a lifestyle destination reflective of the brand’s goals and personality. The Birchbox subscription box design has also been updated to reflect of the overall brand revamp.

“Our vision from day one was to revolutionize the shopping experience by creating a discovery retail platform that provides consumers with the content and experiences needed to make informed, value-oriented purchasing decisions,” said Katia Beauchamp, co-CEO and co-founder of Birchbox. “We set out to build a brand identity that reflects the 360 degree Birchbox experience, our brand personality and discovery retail vision, and couldn’t be more thrilled to continue growing Birchbox with our new look and feel.”

In addition to the stylistic changes made with the branding revamp, Birchbox has also made key updates to the site experience, including:

  • more personalization—additional questions have been added to subscribers’ beauty and grooming profiles that allow Birchbox to send even more of what customers want, and fewer of what they don’t, in monthly subscription boxes.
  • improved search—Birchbox’s product search algorithm has been updated to deliver better results and help customers more seamlessly find what they’re looking for from across the more than 2,500 SKUs on the site.
  • favorites feature—the new Favorites Feature allows Birchbox customers to add products to their favorites list and shop from that list.
  • more ways to discover—Birchbox expanded its Bonus Shop for both men and women, which means more opportunities to add additional products and product samples to full-sized ecommerce orders, to keep the 360 discovery cycle alive throughout the month.