Bio Me + Waitrose: Full Brand Build and Promotional Tools and Design
“We go beyond skincare, empowering individuals with the tools and resources to create a holistic transformation of their body, mind, and planet.”
Introduction
For my final end-of-year project at the University of Leeds, I was challenged to build a brand entirely from scratch — beginning with identifying a clear market gap and problem statement, and developing this into a fully realised concept with defined target consumers and a strategic marketing mix, supported by multiple promotional campaigns.
The result was Bio-Me — a purpose-led skincare brand conceptualised as an extension of Waitrose. Rooted in the premium supermarket’s values of quality, ethics, and sustainability, Bio-Me reimagines waste not as an endpoint, but as the beginning of a new cycle.
Through research, I identified a growing consumer intersection between concerns around food waste, environmental sustainability, and mental well-being. While sustainable skincare brands exist, few actively involve consumers in the circular process itself. This revealed a powerful opportunity: to create a brand that doesn’t just sell sustainability, but invites people to participate in it.
Bio-Me challenges the traditional linear consumption model by transforming everyday food waste — such as banana skins, orange peels, and coffee grounds — into high-performance, natural skincare products. Customers are encouraged to return their organic waste to designated Bio-Me collection points in Waitrose stores, where it becomes part of the production cycle. In exchange, they receive reward points through the app, redeemable against future purchases — creating both environmental and behavioural incentives.
Beyond sustainability, Bio-Me is built on the understanding that skin health is intrinsically connected to mental and physical well-being. Stress, diet, and lifestyle are reflected in our skin, and therefore, skincare should not exist in isolation. The brand promotes a holistic “glow-up” philosophy — aligning body, mind, and planet through conscious routines and personalised experiences.
Bio-Me aims to initiate a shift within the skincare industry: from passive consumption to empowered participation. By educating, inspiring, and rewarding its community, the brand fosters circular lifestyles while supporting individual well-being journeys.
Bio•Me’s visual identity reflects its purpose: transforming food waste into skincare that supports the mind, body and planet. The green-led palette — inspired by fresh fruit, vegetables and natural landscapes — communicates sustainability, renewal and wellbeing. Lighter tones create softness and balance, while deeper greens represent growth and longevity. In partnership with Waitrose, the brand aligns with an established sustainable retailer, reinforcing credibility and circular impact.
The Bio•Me logo evolved through simplified, organic forms inspired by repurposed fruit and vegetable silhouettes. The fluid shapes reflect transformation, growth and circularity, while hand-drawn elements reinforce the brand’s natural, imperfect and sustainable ethos. The final mark balances softness and structure, symbolising the connection between nature, wellbeing and renewal.
Bio-Me’s packaging was designed to create a subtle multi-sensory experience, engaging sight, touch, and scent. Each product reflects its key fruit or vegetable ingredient through colour and form, allowing consumers to recognise what’s inside immediately. Naturally derived scents and considered textures elevate the user ritual, while the outer packaging remains sleek and minimal to ensure a premium, cohesive brand identity.
The Bio-Me app centres on clarity, engagement, and personalisation. A sign-up questionnaire tailors product recommendations based on skin health, lifestyle, and well-being. Users can track points earned from returning food waste and view their environmental impact through the “Monthly Difference” feature, reinforcing purpose-driven participation. Personalised playlists further connect skincare routines with mindful daily moments.
The Bio-Me website mirrors the app’s personalised approach through a guided skincare and lifestyle quiz. By collecting insights into skin concerns, diet, and mental well-being, the platform delivers tailored recommendations and educational content. It functions as both an e-commerce destination and a hub for sustainable, holistic living.
The Bio-Me podcast expands the brand into an educational platform, covering topics such as sustainable habits, mental well-being, and the connection between diet and skin health. Consistent branding strengthens recognition, while the content builds community and positions Bio-Me as a purpose-led thought leader.
As part of its key promotional campaign, Bio-Me collaborates with Ernesto Neto to curate an immersive exhibition celebrating sustainability and holistic living. Known for his multi-sensory installations using natural materials, Neto’s practice aligns seamlessly with Bio-Me’s values of connection to nature and emotional well-being.
The exhibition harmonises all five senses, with each room designed to evoke a specific emotion such as relaxation, rejuvenation, or happiness. Through texture, sound, lighting, colour, and scent, visitors are guided into a deeper sensory awareness and emotional release. Integrated skincare stations within each space allow guests to experience Bio-Me products aligned with the emotion of the room, reinforcing the connection between sensory ritual, self-care, and planetary health.
Bio-Me’s Instagram competition encourages sustainable and mindful living through creative participation. Entrants are invited to create a nutritionally balanced dish rich in colour, texture, and flavour, judged on presentation, ingredient transparency, taste, sensory appeal, nutritional value, and sustainability. Ten winners receive Bio-Me vouchers and are featured in a collaborative e-book with Waitrose, showcasing vibrant, low-waste recipes that celebrate both health and environmental consciousness.
Bio-Me launches with an exclusive event at Sky Garden, selected for its tranquil, nature-filled setting. Guests are invited to experience healthy food and drinks curated by local chefs and mixologists, including recipes from the Bio-Me e-book.The evening features guest speakers and interactive installations promoting sustainable and mindful living. Promotion is integrated in-store through receipt invitations at Waitrose, alongside app visibility.