Designing Rituals as Brand Experience-Based Business Models
Issue Discovery | Brand Communication Leveraging Rituals
There is a potential for business models that design consumer rituals aligned with a brand’s core philosophy, while also building and operating relevant community-based platforms. Meet “Meet Me,” a company that designs and operates rituals.
Meet Me
Collaborations Between Meet Me and Brands
Aveeno〈Love Yourself First〉
Targeting wellness-focused consumers in their 20s and 30s, Meet Me introduced personalized ritual experiences. The morning ritual kits featured healthy oatmeal routines, while the evening kits incorporated body meditation and aromatherapy to promote relaxation. More than 100 participants voluntarily shared reviews— both about the kits and the offline programs—demonstrating a strong emotional connection to Aveeno’s wellness-focused message.
Hanyu〈Moment of Rest Ritual〉
Hanyul is a brand centered on healthy skin balance and inner strength. Rooted in this philosophy, it created a ritual that transforms 15 minutes of rest—such as applying a washable skincare mask—into a moment of relaxation and self-care during a busy day. Among the 200 participants who joined the program, 80% shared their experiences on social media. For those who shared most consistently, Hanyul published a book featuring their stories and gifted it to them.
Baemin〈Green Action Ritual Project〉
Baemin launched an online initiative encouraging participants to adopt daily eco-friendly actions and support one another using a green-themed daily calendar designed by Baemin Stationery. The program went beyond simply distributing calendars—it served as a meaningful opportunity to reflect on environmental issues related to food delivery. More than 140 participants actively engaged in the ritual program, reinforcing Baemin’s connection with its broader fan community.