Formerly Known As Haeckels is a marine-derived skincare and fragrance company based in Margate, England.

It was founded by Dom Bridges in 2012 when during his time as a beach warden the entrepreneur began experimenting with seaweed harvested from Margate’s shores.

Unhappy with the beauty industry’s status quo, Bridges decided to turn his passion into something bigger and Formerly Known As Haeckels was born.

Today the brand – which has one of only two licences in England to harvest seaweed – handcrafts its all-natural products from its seafront laboratory in Margate. Every product tells a story of the shores it came from, educating and inspiring people around the globe about the power of natural ingredients and conscious consumption.

Each skin, bath and body product is packaged in Vivomer, a 100 per cent home-compostable material that biodegrades within one year without leaving waste behind.

For those seeking treatments, Formerly Known As Haeckels has two stores, known as Houses, in Margate and London, offering treatments ranging from oxygen and algae plump facials to pregnancy body massages.

The skincare brand approached By Association Only to migrate its store from WordPress to Shopify.

It also wanted to create a site that encourages storytelling, enabling the company to educate its customers on its philosophies and product origins as opposed to merely driving conversions.

A main focus then was on designing out-of-the-ordinary, engaging and educational product pages with fullscale imagery and video content including a transparency wheel to explain pricing.