01
BRAND OVERVIEW
Mission Statement
The mission of Mei of London is to redefine luxury resort wear by creating garments that are as functional as they are elegant. We are committed to empowering women through sustainable, innovative designs that support their well-being and elevate their travel experiences. Our mission is to craft clothing that transcend fashion, offering a holistic experience that nurture the body, mind, and spirit while promoting ethical practices and sustainability.
Brand Vision
Mei of London envisions becoming a global leader in luxury resort wear, empowering individual through innovative design and transformative experiences. We are committed to building a pioneering team of industry creatives and collaborating with luxury resorts to create exclusive collections that reflect the essence of their locations and support local craftsmanship. Through the virtual reality platform, we will offer immersive, personalised experiences that connect our customers with our brand uniquely and meaningfully. At the heart of Mei of London is the essence of Transformative Luxury that empowers and evolves with our community.
Brand Story
Mei of London was born from a passion for travel, family, and the transformative power of stepping into new environments. Inspired by cherished memories of exploring the world with her children, founder Laura Holmes sought to create a brand that would encapsulate the essence of these experiences. Recognising a gap in the market for functional, luxurious resort wear with year-round availability, Laura combined her love for sustainable fashion with her expertise in strategic business management to launch Mei of London. The brand’s collections are invitations to explore new possibilities, embrace change, and create lasting memories.
Target Audience
Mei of London targets affluent women who value quality, style, and wellness. These women are typically aged 35-55, health-conscious, and frequent flyer’s who appreciate the finer things in life. They are sophisticated and confident and seek out products that align with their values of sustainability, authenticity, and personal growth. Our audience is composed of women who aspire to live balanced lives, harmonising hard work with well-being and rewarding themselves through travel and meaningful experiences.
USP
Mei of London’s unique selling proposition lies in its ability to combine luxury with functionality. We offer resort wear that looks beautiful and supports the wearer’s well-being. Our garments are made from natural, regenerative materials and incorporate wellness technologies such as skin-boosting fabrics and climate-adaptive features. Mei of London stands out in the market by providing year- round accessibility to high-quality resort wear that caters to the evolving needs of modern women.
Brand Personality
Sophisticated, Innovative, Nurturing & Powerful.
Mei of London’s unique selling proposition lies in its ability to combine luxury with functionality. We offer resort wear that looks beautiful and supports the wearer’s well-being. Our garments are made from natural, regenerative materials and incorporate wellness technologies such as skin-boosting fabrics and climate-adaptive features. Mei of London stands out in the market by providing year- round accessibility to high-quality resort wear that caters to the evolving needs of modern women.
Brand Promise
Mei of London promises to provide luxurious, sustainable, and innovative resort wear that empowers women and enhances their well-being. We are committed to delivering high-quality garments that are versatile, functional, and stylish, ensuring that our customers feel confident and comfortable no matter where their journeys take them. Our brand promises to maintain ethical practices, prioritise customer satisfaction, and continually innovate to meet the needs of our discerning clientele.
Brand Positioning
Mei of London is positioned as a premium luxury resort wear brand that caters to the sophisticated, health-conscious woman who values quality, style,and sustainability. We occupy a unique space in the market by offering year-round resort wear that combines elegance with functionality, making it the perfect choice for women who seek comfort and versatility in their travel attire. Mei of London is not just a fashion brand; it is a lifestyle that resonates with women who appreciate the finer things in life and are committed to living authentically and meaningfully.
02
VISUAL IDENTITY
Logo Usage
Primary Logo
The Mei London logo mark is a sophisticated blend of geometric precision and timeless elegance, designed to leave a lasting impression. The design is rooted in clarity and simplicity, utilizing clean, geometric shapes that are both powerful and memorable. This structured form embodies strength and adaptability, making the logo versatile across various applications, from digital to print.
Using a logo in black and white is crucial because it ensures that the design remains effective and recognizable across all mediums and situations. A black-and-white version of a logo strips away any reliance on colour, highlighting the core elements of shape, contrast, and structure. This simplicity tests the logo’s adaptability and versatility, ensuring that it maintains its impact in diverse contexts.
Distortion of the logo mark is NOT allowed.
Rotation of any kind is NOT allowed.
The logo mark CANNOT be displayed in any other colours, other than the master pallet, black & white.
The logo mark CANNOT be displayed in any other colours, other than the master pallet, black & white.
Enhancing the Identity
An associated logo mark is vital as it encapsulates and communicates a brand’s essence through a single, recognizable symbol. It creates a visual identity that fosters brand recognition and recall, making the brand memorable in a crowded marketplace. By consistently representing the brand’s values and mission, the logo mark builds trust and strengthens emotional connections with customers, serving as a powerful tool to enhance the main identity for brand cohesion and distinction.
SECONDARY LOGO
MARK SAFE ZONES
LOGO MARK
SAFE ZONES
Secondary Logo Mark
Color Palette
Main Palette
Matt Black (Primary)
RGB: #30363f
CMYK: 76 66 54 50
Soft White (Secondary)
RGB: #e8e6dc CMYK: 0 1 6 10
Midnight Blue (Additional)
RGB: #384a54 CMYK: 78 60 54 35
Summer Sage (Additional)
RGB: #c9cab7 CMYK: 21 14 27 0
Warm Stone (Additional)
RGB: #dad1c4 CMYK: 13 14 20 0
Pebble Grey (Additional)
RGB: #d3d4d2 CMYK: 16 11 13 0
Accent Palette
Sun Yellow
RGB: #ffe8a1 CMYK: 1 7 44 0
Sea Green
RGB: #d4faeb CMYK: 14 0 11 0
Sky Blue
RGB: #d1edf7 CMYK: 16 0 2 0
Sand Brown
RGB: #d1bd8f CMYK: 18 22 48 0
Rich Brown
RGB: #85663d CMYK: 40 52 81 22
Fonts
Secondary Typeface Body Copy
ITC Avant Garde Gothic
By: ITC Body and Sub Headings: Kerning: 0 / Leading: +6 (relevant to font size)
EXAMPLE OF BODY COPY
The use of ITC Avant Garde Gothic as a secondary font is pivotal for ensuring clarity in detailed copy. Its clean, geometric design provides excellent readability and a modern touch, making complex information more accessible and engaging. By complementing the primary typeface Gloock, ITC Avant Garde Gothic enhances visual hierarchy and emphasis, ensuring that important details stand out while maintaining a cohesive and sophisticated brand presentation.
Medium AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)
Bold AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)
Book AaBbCcDdEeFfGgHhIiJjK LlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 0123456789 (&?!/,:;-_*”)
Primary Typeface Hero
GLOOCK
By Google Fonts Hero Headings: Kerning: -10 / Leading:+10 (relevant to font size)
The typeface Gloock is crucial to Mei London’s brand identity, offering a perfect blend of modern sophistication and timeless elegance. Its clean, geometric lines and distinctive character enhance our visual presence, reflecting our commitment to luxurious, innovative design. Gloock not only reinforces our brand’s unique style but also ensures clarity and consistency across all communications.
AaBbCcDdEeFfGgHhIiJjKLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
0123456789 (&?!/,:;-_*”)
Style of Brand Imagery
OUR STYLE
The precise use of photography is vital for Mei London as it captures the essence of our brand’s luxury and sophistication with clarity and elegance. High-quality, meticulously styled images not only showcase the intricate details and craftsmanship of our designs but also convey the brand’s commitment to timeless beauty and modern innovation. This careful attention to photographic precision ensures that our visual narrative remains consistent, compelling, and reflective of Mei London’s dedication to excellence in every aspect of our presentation.
Correctly cropping images in brand photography is crucial as it enhances focus and clarity, ensuring that every visual element aligns with the brand’s identity. Proper cropping can highlight key details, create a balanced composition, and eliminate distractions, allowing the core message of the image to resonate more effectively with the audience. This attention to detail not only improves the overall aesthetic but also reinforces the brand’s professionalism and commitment to presenting a polished, cohesive image.
THE CROP
Iconography
03
TONE OF VOICE
& MESSAGING
Tone of Voice
Setting the Tone
SOPHISTICATED AND ELEGANT
Elegant Mei of London speaks with a tone that exudes sophistication and elegance. Our language is refined, polished, and thoughtful, reflecting the luxury and timeless quality of our brand.
EMPOWERING AND INSPIRATIONAL
Our tone is empowering, encouraging women to embrace their femininity, strength, and individuality. We inspire our audience through messages that uplift and motivate, always emphasising their potential and worth.
WARM AND NURTURING
Mei of London’s voice is warm, welcoming, and nurturing. We communicate with care and compassion, making our customers feel valued and supported in every interaction.
INNOVATIVE AND FORWARD THINKING
Our tone also reflects our commitment to innovation and sustainability. We are forward-thinking in our messaging, showcasing our dedication to pushing boundaries and creating products that are both luxurious and beneficial to the environment and our customers’ well-being.
AUTHORITATIVE YET APPROACHABLE
While we maintain an authoritative presence, especially in areas of expertise like fashion, sustainability, and wellness, we remain approachable and relatable. Our communications knowledgeable without condescending, ensuring our audience feels informed and included.
WARM AND NURTURING
Mei of London’s voice is warm, welcoming, and nurturing. We communicate with care and compassion, making our customers feel valued and supported in every interaction.
Key Messaging
The Right Message
TRANSFORMATIVE LUXURY
“Mei of London provides transformative luxury that empowers and elevates every aspect of your journey.”
SUSTAINABILITY AT HEART
“Our commitment to sustainability is woven into every piece,ensuring that your choices support not only your style but also the well-being of our planet.”
EMPOWERING WOMEN
“At Mei of London, we celebrate and support women in every stage of life, offering garments that enhance your natural beauty and confidence.”
TIMELESS ELEGANCE
“Our designs are timeless, combining sophisticated style with the highest quality materials to create pieces that last beyond seasons.”
INNOVATIVE WELLNESS
“Experience the future of fashion with Mei of London’s innovative designs, incorporating wellness technologies that nurture your body and soul.”
CULTURAL CONNECTION
“Each collection is a journey, blending the unique essence of luxury resorts with local craftsmanship to create meaningful, culturally rich garments.”
Writing Style
Keep it Consistent
CONSISTENT TERMINOLOGY
Use consistent terminology across all platforms. For example, refer to the garments as “pieces” or “collections” rather than just “clothes.” Refer to customers as “you” to create a direct and personal connection.
POSITIVE AND AFFIRMATIVE LANGUAGE
Always use positive, empowering language. Avoid negative terms or phrases that might detract from the brand’s uplifting and inspirational tone that your choices support not only your style but also the well-being of our planet.
CLEAR AND CONCISE
Ensure that all communications are clear and to the point. While the tone should be elegant, avoid overly complex sentences or jargon that could confuse the reader.
PERSONALISATION
Where possible, personalise communication whether it’s a newsletter or a social media post, aim to speak directly to the reader’s needs, desires, and aspirations.
ACTIVE VOICE
Use active voice to make the messaging more dynamic and engaging. For example, say, “We design pieces that inspire,” rather than “Pieces that are designed to inspire.”
WELCOME STATEMENT
Welcome to Mei of London, where every piece is designed to transform your journey into a luxurious experience. We invite you to explore our collections, crafted with care and inspired by the elegance and resilience of women like you.
PRODUCT DESCRIPTION
Messaging for Different Platforms
The Right Tone for The Right Platform
EMAIL NEWSLETTERS
Keep the tone personal and exclusive, making the reader feel like a valued Mei of London Community member. Highlight new collections, promotions, and behind-the-scenes content, always aligning with the brand’s key messages.
CUSTOMER SERVICE
The tone should be warm, empathetic, and solution-oriented. Whether responding to enquiries or handling complaints, ensure that the messaging reinforces the brand’s commitment to customer satisfaction and empowerment.
In every stitch, there’s a story. In every piece, there’s a purpose. At Mei of London, we
believe in fashion that empowers. Discover our
latest collection and enter a world where luxury meet sustainability.
SOCIAL MEDIA POST
CUSTOMER RESPONSE
04
Brand Application
Packaging
Care in Every Detail
Packaging is key to Mei London’s luxury and sustainability ethos, blending style with substance. By using ethically sourced materials, the brand meets eco-conscious demands while enhancing its exclusive, high-end image. The packaging extends the brand’s identity, creating a memorable unboxing experience that mirrors the elegance of the garments. Every detail is crafted to evoke sophistication, ensuring the packaging is as luxurious as the clothing inside.
Digital Presence: Pre Launch
LANDING PAGE
The welcome landing page starts with a popup announcement of the launch of Mei of London, with a call to action requesting consumers to enter their email addresses. Once the action has been activated, the popup disappears. As the consumer moves around the page, they will realise that their movements create a logo reveal from underneath the sand. Pre launch future plans also include integrating features like a virtual store with resort experiences, where customers can engage with the brand uniquely.
Digital Presence: E-Commerce
BRAND REFLECTION
Ensuring the website design reflects Mei of London’s luxury positioning. This includes a clean, sophisticated layout with high- quality logos and images, elegant brand typography, and a cohesive brand colour palette.
USER EXPERIENCE (UX)
Seamless and intuitive user experience. This includes easy navigation, fast load times, and mobile optimisation.
E-COMMERCE FUNCTIONALITY
The Mei of London website has been created on the Shopify platform, which has the reputation of being a robust e-commerce platform that supports product showcases, easy checkout processes, multiple payment options, and customer reviews. Shopify is also compatible with the future expansion plan of creating a virtual store.
Digital Fonts
Application
BODY COPY AND SUB HEADERS
ITC Avant Garde Gothic
By ITC Kerning: 0 / Leading:+6 (relevant to font size)
We should use for:
Navigation Items
Buttons
Body
Copy
Subheaders
ITC Avant Garde Gothic is our standard font for body copy. It can be applied in various weights to suit the context.
It’s crucial to ensure that its usage adheres to all user experience standards, maintaining high legibility at all times.
HERO HEADERS & HEADERS
Gloock
By Google Fonts Hero Headings: Kerning: -10 / Leading:+10 (relevant to font size)
We should use for:
Hero Headers
Headers
Mastheads
CTA’s
This should be consistently aligned with our overall font usage across advertising and marketing materials.
When using Gloock on digital platforms, it’s essential to ensure it meets all user experience standards and remains highly legible at all times.
Advertising and Print Materials
EVERYTHING ON POINT
Advertising is crucial for Mei London, connecting the brand with its discerning clientele and conveying its identity with precision. Each ad must be clear, purposeful, and unmistakably on-brand, reflecting the elegance and exclusivity of the collection. The messaging is concise and direct, ensuring the audience clearly understands what Mei London represents. Each ad reinforces the brand’s sophisticated image, effectively showcasing the allure of its high-end resort wear.
Packaging
Care in Every Detail
Packaging is key to Mei London’s luxury and sustainability ethos, blending style with substance. By using ethically sourced materials, the brand meets eco-conscious demands while enhancing its exclusive, high-end image. The packaging extends the brand’s identity, creating a memorable unboxing experience that mirrors the elegance of the garments. Every detail is crafted to evoke sophistication, ensuring the packaging is as luxurious as the clothing inside.
Digital Presence: Pre Launch
LANDING PAGE
The welcome landing page starts with a popup announcement of the launch of Mei of London, with a call to action requesting consumers to enter their email addresses. Once the action has been activated, the popup disappears. As the consumer moves around the page, they will realise that their movements create a logo reveal from underneath the sand. Pre launch future plans also include integrating features like a virtual store with resort experiences, where customers can engage with the brand uniquely.
Digital Presence: E-Commerce
BRAND REFLECTION
Ensuring the website design reflects Mei of London’s luxury positioning. This includes a clean, sophisticated layout with high- quality logos and images, elegant brand typography, and a cohesive brand colour palette.
USER EXPERIENCE (UX)
Seamless and intuitive user experience. This includes easy navigation, fast load times, and mobile optimisation.
E-COMMERCE FUNCTIONALITY
The Mei of London website has been created on the Shopify platform, which has the reputation of being a robust e-commerce platform that supports product showcases, easy checkout processes, multiple payment options, and customer reviews. Shopify is also compatible with the future expansion plan of creating a virtual store.
Digital Fonts
Application
HERO HEADERS & HEADERS
Gloock
By Google Fonts Hero Headings: Kerning: -10 / Leading:+10 (relevant to font size)
We should use for:
Hero Headers
Headers
Mastheads
CTA’s
This should be consistently aligned with our overall font usage across advertising and marketing materials.
When using Gloock on digital platforms, it’s essential to ensure it meets all user experience standards and remains highly legible at all times.
BODY COPY AND SUB HEADERS
ITC Avant Garde Gothic
By ITC Kerning: 0 / Leading:+6 (relevant to font size)
We should use for:
Navigation Items
Buttons
Body
Copy
Subheaders
ITC Avant Garde Gothic is our standard font for body copy. It can be applied in various weights to suit the context.
It’s crucial to ensure that its usage adheres to all user experience standards, maintaining high legibility at all times.
Advertising and Print Materials
EVERYTHING ON POINT
Advertising is crucial for Mei London, connecting the brand with its discerning clientele and conveying its identity with precision. Each ad must be clear, purposeful, and unmistakably on-brand, reflecting the elegance and exclusivity of the collection. The messaging is concise and direct, ensuring the audience clearly understands what Mei London represents. Each ad reinforces the brand’s sophisticated image, effectively showcasing the allure of its high-end resort wear.
05
BRAND APPLICATION
Social Media Styling
BEING SOCIAL
Socials are crucial for Mei London as it provides a dynamic platform to showcase our brand’s unique blend of sustainability, timeless elegance, and innovative design. It allows us to connect directly with our audience, sharing the story behind each and every piece.
Through visually engaging content, we can present our collections in inspiring settings, demonstrating how our garments embody effortless style and feminine empowerment.
AVATAR
An avatar is essential for Mei London on social platforms as it serves as the visual embodiment of our brand identity. It offers an immediate, recognisable symbol that reflects our values of sustainability, timeless elegance, and innovation.
SHARE THE LOVE
We can share with our audience, not just our products, but also the values that drive us. We can give behind-the-scenes insights.
This approach fosters a deeper connection with our audience, building brand loyalty and aligning our community with the Mei ethos.
Empowered Elegance
Content
COLLABORATION
Through visually engaging content, we can present our collections in inspiring and luxurious locations around the world. We can showcase any collaborations and partnerships with major resorts like Melia Hotels.
Through this we can demonstrate how our garments embody effortless style and feminine empowerment from around the world. We can share with our audience, not just our products, but also the values that drive us.
Platform Specific
Platforms
FOCUS
Building community and storytelling round the brand’s identity, values, and lifestyle.
STORYTELLING POSTS
Share the brand’s journey, values,and the inspiration behind collections. Use storytelling to connect emotionally with the audience.
CONTENT
-----
MINIMAL PRODUCT SHOWCASE
When showcasing products, focus on how they fit into the larger lifestyle narrative rather than as standalone items highlight the experience and feeling associated with wearing Mei of London.
TIKTOK
FOCUS
Trend-driven content, behind-the-scenes,and quick, engaging videos.
FREQUENCY
3-4 posts per week.
CONTENT
Short-form videos showcasing the brand’s products, styling tips, travel inspirations, and collaborations.
MINIMAL PRODUCT SHOWCASE
When showcasing products, focus on how they fit into the larger lifestyle narrative rather than as standalone items highlight the experience and feeling associated with wearing Mei of London.
FOCUS
Professional content, brand story, an thought leadership.
FREQUENCY
2-3 posts per week.
CONTENT
Articles on sustainable fashion, industry insights, company updates, and collaborations.
ENGAGEMENT
Engage with comments on your posts and participate in relevant industry conversations.
FOCUS
Community building, customer engagement, and promotional content.
FREQUENCY
3-4 posts per week.
CONTENT
A mix of product showcases, brand stories, user-generated content, and promotional offers.
ENGAGEMENT
Create events, share customer testimonials, and run Facebook- exclusive promotions.
FOCUS
Inspiration boards, product pins, and lifestyle content.
FREQUENCY
Pin regularly throughout the week, with a goal of 15-20 pins.
CONTENT
Curated boards featuring Mei of London products, travel inspirations, and sustainable fashion innovations.
ENGAGEMENT
Link pins directly to the product pages on the website.
Guidelines for Hashtag Usage
PLATFORM-SPECIFIC STRATEGY
Adjust the number of hashtags based on the platform. Instagram allows up to 30 hashtags, but focus on the most relevant ones. On platforms like LinkedIn, keep hashtags minimal (3-5) to maintain a professional tone.
TRENDING HASHTAGS
Occasionally use trending hashtags if they align with the brand’s identity, but avoid using irrelevant or overly generic tags just for reach
BRANDED HASHTAGS
Always use primary branded hashtags, like #MeiOfLondon and #MeiMoments to build brand recognition and community.
CONTENT-SPECIFIC HASHTAG
Use secondary hashtags based on the content type (e.g., #SustainableStyle for posts about sustainability, #LuxuryTravel for travel-related content).
#MeiofLondon #MeiLondon #TransformativeLuxury #EmpoweredElegance #SustainableStyle #ResortWear365 #LuxuryTravel #MeiMoments
#LuxuryFashion #TravelStyle #EthicalFashion #SlowFashion #ResortFashion #ConciousLuxury
Primary Hashtags
Secondary Hashtags
05
SOCIAL MEDIA &
CONTENT STRATEGY
Customer Service Guidelines
At Mei of London, we believe that exceptional customer service is an integral part of the luxury experience. We are committed to providing our customers with a seamless, personalised, and supportive journey from the moment they discover our brand to long after they receive their products. Our customer service approach is guided by the principles of care, responsiveness, and professionalism, ensuring that every interaction reflects the value of our brand.
PERSONALISED ASSISTANCE
Every customer interaction should feel personal and tailored to the individual’s needs. We encourage our customer service team to engage warmly and genuinely with each customer, addressing them by name and providing thoughtful, customised solutions.
PROBLEM RESOLUTION
In the event of an issue or complaint, our priority is to resolve the matter swiftly and to the customer’s satisfaction. We empower our customers and customer service team to offer solutions such as exchanges, returns, or refunds when necessary. All resolutions should align with the brand’s commitment to fairness and transparency.
RESPONSIVENESS
Timely communication is key to building trust and maintaining satisfaction. We strive to respond to all inquiries, whether via email, social media, or phone, within 24 hours. Customers should be informed of the progress and estimated resolution time for more complex issues.
PROACTIVE COMMUNICATION
Anticipating customer needs is a hallmark of luxury service. We proactively contact customers for follow-ups, order updates, and feedback requests. This helps to maintain a strong relationship and demonstrates our ongoing commitment to their satisfaction.
PRODUCT KNOWLEDGE
Our customer service representatives are experts on all Mei of London products. They are trained to provide detailed information about our garments, including materials, care instructions, sizing guidance, and our brand’s sustainability and ethical practices.
Community Engagement
Building a robust and connected community is a cornerstone of Mei of London’s brand philosophy. We believe in fostering meaningful relationships with our customers, encouraging them to engage with the brand and each other in ways that go beyond transactions. Our community engagement efforts are focused on creating a sense of belonging and shared values among our customers.
SOCIAL MEDIA INTERACTION
We actively engage with our community on social media platforms, responding to comments, sharing user-generated content, and hosting interactive sessions such as live Q&As, polls, and giveaways. This boosts engagement and strengthens the bond between the brand and its customers.
CUSTOMER SPOTLIGHTS
These spotlights celebrate our customers’ diversity and unique journeys, creating a deeper connection and fostering a sense of community.
EVENTS AND EXPERIENCES
Mei of London hosts exclusive events, both virtual and in-person, to bring our community together. These include presentations, pop-up shops and virtual experiences. These events immerse customers in the Mei of London lifestyle and build lasting relationships.
COLLABORATIVE INITIATIVES
We encourage our community to contribute ideas and feedback through surveys, focus groups, and direct communication channels. This collaborative approach ensures that our customers feel heard and valued and helps us continuously improve our products and services
CHARITY AND SOCIAL RESPONSIBILITY
Mei of London is committed to giving back to the community and supporting causes that align with our values. We involve our customers in these initiatives whether through charity collaborations, donation programs, or volunteering opportunities. This reinforces our commitment to social responsibility and allows our customers to participate in making a positive impact.
07
CUSTOMER EXPERIENCE
Sustainability Commitment
At Mei of London, sustainability is at the heart of everything we do. We are committed to creating luxury resort wear that empowers women and respects and preserves the planet. Our approach to sustainability encompasses every stage of our business, from sourcing and production to packaging and beyond. We believe that true luxury is sustainable, and we are dedicated to continuously improving our practices to minimise our environmental impact and contribute to a healthier, more sustainable world.
Production
SUSTAINABLE MANUFACTURING PROCESSES
Our production partners are carefully selected based on their adherence to sustainable manufacturing practices. We collaborate with factories, prioritising energy efficiency, water conservation, and waste reduction. We also support small- scale, local artisans and workshops that contribute to cultural preservation and provide fair wages.
WELLNESS TECHNOLOGIES
Our production partners are carefully selected based on their adherence to sustainable manufacturing practices. We collaborate with factories, prioritising energy efficiency, water conservation, and waste reduction. We also support small- scale, local artisans and workshops that contribute to cultural preservation and provide fair wages.
Packaging
ECO-FRIENDLY PACKAGING
Our production partners are carefully selected based on their adherence to sustainable manufacturing practices. We collaborate with factories, prioritising energy efficiency, water conservation, and waste reduction. We also support small- scale, local artisans and workshops that contribute to cultural preservation and provide fair wages.
MINIMALIST DESIGN
Our packaging is designed to be minimalist yet elegant, reflecting our brand’s luxury ethos while minimising waste. We encourage our customers to reuse or recycle all packaging components.
Ethical Standards
Mei of London upholds the highest ethical standards in all aspects of our business, from the treatment of our workers to the environmental impact of our operations. We believe in operating with integrity, transparency, and responsibility, ensuring that our brand delivers beautiful products and contributes positively to society and the planet.
Labour Practices
FAIR WAGES AND SAFE WORKING CONDITIONS
We are committed to ensuring that all workers in our supply chain are treated with dignity and respect. This included providing fair wages, safe working environments, and opportunities for professional development. We work with suppliers and manufacturers who adhere to international labour standards and regulations.
SUPPORT FOR ARTISANS
We actively collaborate with local artisans and craftsmen, providing them with fair compensation and supporting the preservation of traditional skills and techniques.
Transparency in Marketing and Communications
HONEST AND TRANSPARENT CLAIMS
We are committed to transparency in all our communications, ensuring that all sustainability claims are accurate, substantiated, and free from green washing. We provide clear information about the materials, processes, and practices that go into creating our products, allowing our customers to make informed choices.
THIRD-PARTY CERTIFICATIONS
Where applicable, we seek third-party certifications to validate our sustainability claims, such as GOTS (Global Organic Textile Standard), OEKO-TEX, and Fair Trade certifications.
Environmental impact
CARBON FOOTPRINT REDUCTION
We are committed to reducing our carbon footprint through sustainable sourcing, energy-efficient manufacturing, and minimising waste. We continually assess our operations to identify areas where we can reduce our environmental impact.
CIRCULAR ECONOMY PRACTICES
Mei of London is exploring circular economy initiatives, such as garment recycling programs and the use of up cycled materials, to extend the life cycle of our products and reduce waste.
06
SUSTAINABILITY &
ETHICAL PRACTICES
09
LEGAL CONSIDERATIONS
Trademarks & Patents
Trademarks
LOGO
The “Mei London” logo is a registered trademark, protected under the Trade Marks Act 1994, across the United Kingdom and Ireland. This legal protection extends to any visual, textual, or digital representation of our brand. Unauthorized use, reproduction, or any form of misrepresentation of the “Mei London” brand image is strictly prohibited and will be met with appropriate legal action.
We take the integrity of our brand very seriously, and any infringement on our intellectual property rights will be pursued to the fullest extent of the law. We appreciate your respect for our brand and its legal protections.
WORDING
The name “Mei London” is a registered trademark, safeguarded under the Trade Marks Act 1994, within the United Kingdom and Ireland. This protection applies to all uses of the name, whether in written, spoken, or digital formats. Any unauthorized use, imitation, or misrepresentation of the “Mei London” name is strictly forbidden and will result in legal action.
We are committed to preserving the integrity of our brand, and any infringement on our intellectual property rights will be addressed to the fullest extent of the law. We appreciate your compliance with these regulations and your respect for our brand.
PATENTS PENDING
We would like to inform our customers and partners that several of our innovative fashion products are currently under patent pending status. These patents cover unique designs, materials, and production techniques that set our products apart in the market. While these patents are pending, we continue to vigorously protect our intellectual property rights. Any unauthorized reproduction, use, or sale of our patented or patent-pending products will be subject to legal action.
We appreciate your understanding and support as we work to bring these ground breaking products to market while safeguarding our creative innovations.
If you would like to contact us you can do so though on the email address above or through our website www.meilondon.co.uk or our instagram account @meilondon
Thank you,
Mei London
10
CONTACT INFORMATION
