Era I

In the Summer of 2021 and shortly after the one of the highest sales periods in Melico history, the inevitable return to a full 8-hour, in person school day drew nearer. I knew without a doubt I wanted to continue with my business, but was also aware the time spent addressing each note and making hundreds of goodie bags may not be allowed in conjunction with a heavy academic course load. I also wanted to shift from the feminine pink and red duo to create a vision more neutral yet maintaining the fun and colorful energy. I created a color palette of complimentary blues, oranges, reds, yellows, and pinks to create a contemporary retro vibe, which has become the recognizable colors of the Melico brand. Content with the retro space I wanted Melico to inhabit, I redesigned two different sets of thank you cards that could be easily added to each order. In designing these thank you cards, I poured over the language to make sure it accurately conveyed the gratitude I feel, and made sure to include my handwritten signature. When faced with the need to rethink my goodie bags, I decided to simply deconstruct them. I chose full size Airheads as my sweet treat of choice, because it is kosher, gluten-free, won't melt in the hot sun, and is of course, delicious. I decided to paper clip the thank you card, sticker, packing slip, and information card about our partnership with EcoEnclose together, and get rid of the organza bag all-together. I've always been adamant that the experience of opening a package is joyful no matter the total order amount, and obsessed over making sure that each piece created just that. For larger orders, I simply threw in a few more goodies, or even a free pin or straw, simple fun things that take it up a notch.

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Era II

At a certain point, I decided to switch my logos font to a slightly smoother, cleaner script to clean-up the retro look. In the Summer of 2022 and after one of the slower seasons, I knew I wanted to makeup for all the missed time I couldn't give Melico throughout the school year. I really sat down and started thinking of the values that were important to me, and how I wanted Melico to use her platform to represent what I think business should be: One that represents holistic progress, and one that is built with humanity. The Tagline "Be Better." had become one of my "catchphrases" within my family, and it quickly became representative of what I wanted Melico to advocate for. I decided that I wanted to establish Melico outside of Etsy, really create a space where her values could be published and where Melico as a brand could flourish. I took the risk and bought the rights and program to build a website through Wix. At the same time, I started messing around with the idea of stepping out of the digital space entirely, and start selling at a local markets. After eating lunch at a small childhood favorite family restraunt,  I walked through the local monthly market that was happening in The Village. It's open, community atmosphere was perfect. I met with Theresa, the owner of Long Beach Fair Trade, and got accepted to start selling at their once a month Second Saturday Market's. Within 3 weeks, I designed and built with the help of my dad, an entire table display and started thinking of Melico's brand and customer experience even more. I designed embossed business cards, which eventually became Melico's new and final logo, and updated the instructions for the bestselling Flower Wall Decor. I worked on new photography and making a bunch of new bags and jewelry to take to the market. I had to think about what packaging and visual ques would feel right for an in-person experience, and I was intentional to make sure that signage and product placement allowed for the shopping experience to be open-ended, playful, and accessible. (Coming from an anxious over-thinker!) I launched melicoboutique.com on September 9th, and have used it as a hub of information for interested buyers. Since then, I have continued to come up with new ideas for packaging and branding materials, meticulously perfecting each tag, card, paper, and bag that would come across a customers lap. Now, I am happily managing 3 inventories (for Etsy, this website, and each market), continuing to rethink Melico's packaging experience, and improving all product photography and marketing strategy.