The Body Shop D&AD Brief
Create a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand. This includes a social campaign & four posters for the following products: Body Butter, NutriganicsTM Drops of Youth, Colour Crush Lipsticks, White Musk® Eau De Parfum.
Poster Series
The key concept established by my brand, is that using these products will leave you will a feather light conscience, due to the use of ethical sourcing and community fair-trade schemes. I portrayed this notion by hand illustrating items that were significant to the ingredients origin. These images were produced in a feather-like form carrying the product, emphasizing how they’ve been obtained in a moral way.
SOCIAL CAMPAIGN
The focus of my social campaign was body dysmorphic disorder, an anxiety disorder where individuals have a distorted view of their appearance. I utilized imagery of poison ivy, duplicating the way that the disorder can restrain individuals, preventing them from leading a normal life. This was accompanied by toxic symbols overcasting the sight portraying the damaging effect the illness has on perception.
Within the Body Dysmorphic campaign poison ivy shaped facemasks would be utilised as part of the promotional campaign. Individuals would place the mask on their face, cleansing their skin, and then washed it away. Thus the campaign is to symbolise the elimination of negative judgments and preconceptions, and boost self-esteem to reveal a more confident individual.
Facemask Mockup
The store design would include large poles; these would be covered with the masks (attached using fugitive glue), which could then be taken by individuals. When all the masks have been removed a floral scrapbook pattern and quotes would be exposed.
In support I've incorporated the use of the social media network ‘instagram’. This campaign uses the hashtag ‘I spy beauty’ and supports the promotional facemasks, aspiring to get individuals to put theirs on a take a picture. After adding the hashtag link the image can be collected by The Body Shop enabling it reproduce on interactive screens that continually shuffles through the images. The animated screen begins by showing imagery of a covering of ivy that dissolves to reveal the photographs, thus imitating the cleansing of the facemask.
