What is it?
Bodybath is brand repositioning concept for Bath & Body Works, an American cosmetics and retail store mall brand specializing in creams and fragrances.
Bath & Body Works is facing increasing competition from brands such as Sephora and Lush. Additionally, more people are investing in more expensive brands like Diptyque. The challenge is to reposition the brand to the more high-end market while maintaining the same happy image that the brand has established, focusing more on bath, candles, fragrance products.
A new logo and identity system was created to differentiate the new sub-brand, Bodybath, from Bath & Body Works. The same colours were used for the new brand image, but the overall brand image has a cleaner and more sophisticated look, with a tinge of comfortable nostalgia.