BATH & BODY WORKS
BRANDING DESIGN
REBRANDING CONCEPT & VISUAL IDENTITY CAMPAIGN
Setting Bath & Body Works apart from its competitors, through the rebrand strategy targeting its demographic of women and the revised slogan, “the gift of fragrance.”
Time Duration
4 Weeks
Tools
Adobe Illustrator,
Adobe Photoshop, Adobe Premiere Pro
ASSESSMENT OF CURRENT BRAND
The Body Shop products have a harmonious green-based colour-scheme with accent colours used according to the specific product collection. These accent colours correlate with the ingredients used in the product and the product title.
COMPETITION COMPARISON
BODY TEXT
OPEN SANS
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
SUBHEADINGS
AVENIR NEXT
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
TYPE SYSTEM
TITLES & HEADINGS
Bebas Neue
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
COLOUR PALETTE
HEX: 00514B
RGB: (0, 81, 75)
CMYK: (100.00, 0.00, 8.00, 68.00)
SECONDARY COLOUR
HEX: FFFFFF
RGB: (255, 255, 255)
CMYK: (0.00, 0.00, 0.00, 0.00)
#1C4630
#027B4A
#86C75B
#232323
#617334
#ECF3D9
#FAFBFA
PRIMARY LOGO
SECONDARY LOGO
The Body Shop, by comparison, uses a more precise and muted green-based colour palette with earthy tones. This palette aligns with the brand’s focus on eco-friendliness and naturally sourced ingredients.
Resembles leaves and water droplets to symbolize the brand’s focus on natural ingredients and eco-friendliness
Clean, equal-sized typography in all-caps
Circular logo; Unique and easy to distinguish at a distance or without the text
Sans-serif type, in equal height and all caps; Keeps name uniform and clean
Primary logo outline used in place of the centre O
Bath & Body Works uses blue and white as their brand colours, often switching these out for other colours that correlate with product-specific themes.
BODY TEXT
Noto Traditional Nushu
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
TITLES & HEADINGS
Avenir Next
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
SUBHEADINGS
Source Sans Pro
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
TYPE SYSTEM
COLOUR PALETTE
PRIMARY COLOUR
HEX: 015699
RGB: (1, 86, 153)
CMYK: (0.99, 0.44, 0.00, 0.40)
SECONDARY COLOUR
HEX: FFFFFF
RGB: (255, 255, 255)
CMYK: (0.00, 0.00, 0.00, 0.00)
#E20787
#2E73AE
#5D6265
#EFF5FB
AUDIENCE & TARGET DEMOGRAPHIC
STORY & MESSAGING
VISUAL IDENTITY
Bath & Body Works primarily targets women between the ages of 18 - 45 with the brand’s vibrant scents, packaging, and sensory experience.
The brand is also popular among gift-givers, especially during holidays and special occasions. Bath & Body Works adapts its merchandise seasonally, ensuring that scents stay new and trendy throughout the year.
The store layout further emphasizes this focus, with various, potent-smelling, and elaborately packaged products, candles, and fragrances strategically placed near the front of the store, attracting the targeted visitors.
“At Bath & Body Works, we were founded on a simple idea:
Make the world a brighter, happier place through the power of fragrance.”
BRANDING DESIGN
CHLOE HODGINS
BATH & BODY WORKS
PRIMARY LOGO
SECONDARY LOGO
Bath & Body works offers a wide variety of product themes. The company consistently offers collections that cater to different seasons, holidays, moods, and lifestyle preferences, ranging from fresh and floral to warm and cozy, tropical, gourmand, and spa-inspired scents. Each theme is curated with unique packaging and names that correlate with scent profiles.
Needs refinement to better connect with current trends
01
Logo
Present meaningful and relatable content to the target audience
03
Social Media Prescence
Packaging and products require a more unified look
02
Incohesive Product Designs
Appeal to customer nostalgia and establish gift identity
04
Customer Loyalty
PAIN POINTS
Product packaging is unique to the collection. The uniquely vigorous designs used set Bath & Body Works apart and make them easily recognizable.
01
FUN AND LIVELY PRODUCT DESIGNS
Customers come back for scents such as Cherry Blossom and A Thousand Wishes. These should always be available.
03
POPULAR SCENTS
Fragrances are known for being affordable dupes
and constant sales both online (website) and in store
further attract buyers.
02
AFFORDABILITY
WHAT WORKS
LOTIONS
SPRAYS
CANDLES
SOAPS
MEDIA & SALES
COLLABORATION CAMPAIGNS
SHOPPING BAGS
SEASONAL COLLECTIONS
PROMOTIONAL IMAGES
#763B19
#9F6D3E
#3E604F
#EAE5D9
#384127
#CAA682
PROMOTIONAL IMAGES
(Images courtesy of Body Shop Brand Book NTU FMB by Rosetovell)
REBRAND STRATEGY
The rebrand addresses the brand’s four pain points by establishing Bath & Body Works as not just a “gift-place,” but the place to go to for a birthday, Christmas, or anniversary gift for the women in their life. By streamlining packaging and enhancing design, the strategy focuses on not modernizing the brand, not keeping it outdated, but enhancing the brand to “timeless.”
While maintaining its signature fun and whimsical essence, the Bath & Body Works redesign will resonate with today’s and yesterday’s customers, and their preferences for gifting.
IDEATION
Logo Ideation & Sketching
Visual Identity Campaign Look-Book
(Adobe Illustrator)
REBRAND CONCEPT
BRAND GUIDELINE SHEET
The redesigned Bath & Body Works logo features a graceful swan, drawing inspiration from the playful rubber bath duck. This elegant swan symbolizes femininity and fragrance, with its body curving to form a "B" that will precede the Bath & Body Works name. A bow in the shape of a flower adds the final symbolic touch: a representation of the fragrances the brand is renowned for and its new gift personality. The six petals of the flower cleverly form the initials "B B W," reinforcing the brand's identity. The Bath & Body Works logo symbolizes fragrance and gift-giving in a timelessly feminine design.
PRODUCT MOCKUPS
