The Brief
Create a new visual language for The Body Shop’s brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand.
My Solution
I have used ‘mother nature’ as the overarching theme of the new visual language as it is an excellent metaphor for The Body Shop’s trustworthy natural products and ingredients.
I used the strap line ‘mother nature knows best’ as this reflects a motherly wisdom which when linked to a set of common phrases that would be understood and related to all customers at any age.
Interior and exterior displays
I have produced interior and exterior displays to reinforce the new visual identity and show how these could work on a larger scale in store.
The designs for the interior would be behind the cashier desk and above and behind the product shelving. In addition I’ve adjusted the flooring so that this now complements the new colour palette.
The use of the ‘mother nature’ identity alongside the products indicates to the customer that mother nature herself - and the pure/honest ethos that The Body Shop stands for - are an integral part of the product ingredients.
Supporting collateral
To further develop the visual language I have looked at in store wrapping paper and branded shopping bags. The colours I have chosen for the visual identity are taken from the natural world and would appeal to both men and women. The current Body Shop logo is so iconic and recognisable that I have simply used it reversed out of the background colours.
In addition the shopping bags would be sealed by a round logo sticker.
The Campaign
For my Body Shop campaign I chose the topic of saving the rainforests.
With The Body Shop’s ethos of being close to nature and using only natural ingredients, I believe this huge ecological issue would be a very suitable cause to support. I’ve kept the layout minimalist, and have developed the visual metaphor of the design itself being torn to represent the trees that are being torn down – reinforced by the headline. The tree illustration also has a similar style to the inshore ‘mother nature’ graphics.
The campaign would be introduced by a poster to prompt the viewer to visit the Body Shop’s website, which in turn holds more in depth information on the subject.
