The Visual Standards Guide

Page 1

CHAPTER

01

02

03

THE VISUAL STANDARDS GUIDE

|

01


02

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

03

|

THE VISUAL STANDARDS GUIDE


04

THE BODY SHOP

|

Contents

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

TABLE OF CONTENTS

|

01

08

The History of The Brand

10

New Brand Statement

16

Logo Assembly

18

Logo Anatomy

20

Wordmark

22

Logo Clear Space

24

Alternative Versions

26

Sizing Standard

28

Incorrect Usage

30

Brand Colors

32

Typography System

36

Graphic Element

38

Business System

44

Future Evolution

56

Focus Evolution

The New Vision

02

The New Identity

03

Future Developments

05


06

THE BODY SHOP

|

01

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW VISION

The New Vision

08 The History of The Brand 10 New Brand Statement

07


08

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

“I want to work for a company that contributes to and is part of the community. I want something not just to invest in. I want something to believe in.” —Anita Roddick


CHAPTER

01

02

03

|

THE NEW VISION

09


10

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

The History of the Brand Brand Value |

The Body Shop was founded by Anita Roddick in

Defend Human Rights

1976, with the first The Body ShopÂŽ store opened on

Support Community Fair Trade

the south coast of England. Our company developed

Protect Our Planet

very fast over the last decades. Nowadays, it provides

Against Animal Testing

a range of consisting of 1200 products including

Activate Self Esteem

cosmetics and make-up in its 2500 franchised stores in 61 countries. Roddick died in 2007 and now The Body Shop was sold to Paris-based cosmetics giant L’Oreal. However, they sold The Body Shop to Brazilian cosmetics firm Natura in 2017.


CHAPTER

01

02

03

|

THE NEW VISION

11


12

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

New Brand Statement Mission Statement |

Instead of just taking care of one’s outward

Our mission is to increase

appearance, like using natural ingredients for skin

environmental awareness

care products, The Body Shop plan to expand our

through a holistic approach

natural ingredients initiative from skin care to health

to beauty and health.

based on the same goodwill. We will apply ecofriendly practices in developing organic farms and other relevant extensions. We focus from personal care, our community to our environment with a holistic and balanced approach toward accomplishing our mission.


CHAPTER

01

02

03

|

THE NEW VISION

13


14

THE BODY SHOP

|

02

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

The New Identity

16

Logo Assembly

18

Logo Anatomy

20

Wordmark

22

Logo Clear Space

24

Alternative Versions

26

Sizing Standard

28

Incorrect Usage

30

Brand Colors

32

Typography System

36

Graphic Element

38

Business System

15


16

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

“The business of business should not be about money. It should be about responsibility. It should be about public good, not private greed.”

—Anita Roddick


CHAPTER

01

02

03

|

THE NEW IDENTITY

17


18

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Logo Assembly This is used to identify and unify all of the denomination’s communications efforts and ultimately to build and strengthen the brand identity. A signature consists of two components: the symbol and the logotype. The Body Shop logo is composed of the symbol, which is an organic shape of leaves, and the wordmark, which is the brand name in all caps.


CHAPTER

01

02

03

|

THE NEW IDENTITY

19


20

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Logo Anatomy The Body Shop logo is built with circles of the same diameter. The width and height of the symbol are in particular proportion. This has the advantage that it can be applied precisely in any circumstance.


CHAPTER

01

02

03

|

THE NEW IDENTITY

21


22

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Wordmark The wordmark was developed based on the typeface of Adelle. To ensure consistency, we applied the curvilinear shape from our symbol into the wordmark.


CHAPTER

01

02

03

|

THE NEW IDENTITY

23


24

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Logo Clear Space For ultimate visibility and impact, it’s important to retain a designated ‘clear space’ around the signature. The minimum clear area is shown on next page. This area is designated as being equal to the height of the letter ‘B’ in the logotype. It should never be intersected or intruded upon by any other graphic object or edge. Nor should it be enclosed in a shape. Maintain this clear space in all uses to give the signature the proper “breathing room” to visually stand out.


CHAPTER

01

02

03

|

THE NEW IDENTITY

25


26

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Alternative Versions There are two official formats for the logo: Preferred (vertical) and Alternative (horizontal). The preferred format should be used most often.

01

Symbol Only

02

Wordmark Only


CHAPTER

01

02

03

03

|

Horizontal Version

THE NEW IDENTITY

04

Vertical Version

27


28

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Sizing Standard Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width. Minimum sizes for each of the brandmark versions are:

Symbol Only

Larger than 20 cm

smaller than 10 cm

smaller than 5 cm

Wordmark Only


CHAPTER

01

02

03

|

Horizontal Version

THE NEW IDENTITY

Vertical Version

29


30

THE BODY SHOP

|

Incorrect Usage An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown on next page are examples of incorrect or unacceptable uses of The Body Shop signature.

1. DO NOT USE DROP SHADOWS

6. DO NOT USE INCORRECT COLOR

2. DO NOT USE OUTLINE

7. DO NOT REPLACE INVALID COLOR

3. DO NOT MISS ELEMENTS

8. DO NOT USE BACKGROUND IMAGE

4. DO NOT SKEW THE LOGO

9. DO NOT USE GRADIENT

5. DO NOT ALTER THE LOGO

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

Drop Shadow

Outline

Missing Elements

Skew

Alter

Incorrect Color

Color Replacement

Background

Gradient

31


32

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Brand Colors Color is a critical element in creating a memorable and lasting identity. It can be used to link certain information, and to offer the viewer visual cues for continuity and/or differentiation. Using this color palette will lend consistency to The Body Shop. There are two approved color palettes: a primary palette and a secondary palette. They are based on the PANTONE MATCHING SYSTEMÂŽ. If they are unavailable, CMYK simulations may be substituted. RGB color values have been provided for on-screen use and the web.

Primary Colors | Nature Green

CMYK C| 70 M| 40 Y| 65 K| 40

CMYK C| 30 M| 10 Y| 40 K| 00

RGB

R| 80 G| 111 B| 93

RGB

R| 183 G| 201 B| 166

PMS

554 U

PMS

580 U


CHAPTER

01

02

03

|

Secondary Colors | Eco Blue

CMYK C| 90 M| 70 Y| 35 K| 20

CMYK C| 35 M| 10 Y| 00 K| 05

RGB

R| 42 G| 75 B| 109

RGB

R| 152 G| 191 B| 224

PMS

295 U

PMS

644 U

THE NEW IDENTITY

33


34

THE BODY SHOP

|

Typography System | Caecilia Type plays an important role in Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain The Body Shop look.

Aa

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

Caecilia Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Caecilia Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Caecilia Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Caecilia Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

35


36

THE BODY SHOP

|

Typography System | Tisa Sans Pro Type plays an important role in Visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, color, signature shape and publication formats to create and maintain The Body Shop look.

Aa

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

Tisa Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Tisa Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Tisa Medium

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Tisa Bold

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz 0123456789

37


38

THE BODY SHOP

|

Graphic Element We create the graphic element from part of our logo and apply it to be part of our system. Using graphic element will make The Body Shop visual identity consistently. We use the curve in the right of our symbol to create a shape to be our distinctive graphic element.

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

Examples The color of the shape should be apply to system colors. It can be vertical or horizontal.

The curvy line from our logo can be apply to images, either vertical or horizontal placement.

39


40

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

THE NEW IDENTITY

41


42

THE BODY SHOP

|

03

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

Future Developments The Body Shop is expanded with seven categories which are product, service, experience, environment, education, event and co-branding. On top of taking care of one’s appearance, we started to focus on one’s health and take account of Ecoconsciousness to protect our environment. They are fit to our mission. Every extension aims to increase environmental awareness through a holistic approach to beauty and health.

44

Future Evolution

56

Focus Evolution

43


44

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

All through history, there have always been movements where business was not just about the accumulation of proceeds but also for the public good. —Anita Roddick


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

45


46

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Future Evolution We take a holistic and balanced approach toward accomplishing our mission. Our new extensions focus on ourselves, our community and our environment. They are closely linked and inseparable. We divided those extensions into two parts: Outer Beauty and Inner Health to have a well-thought-out and balanced plan for our development.

PRODUCT

EDUCATION

S

PD01 | Nutritional Supplements

S

ED01 | Nutrient-Rich Cooking

S

PD02 | Cleaning Essentials

C

ED02 | Health Magazine

E

PD03 | Sustainable Packaging

C

ED03 | Fitness Community

S

PD04 | Sensitive Skincare

E

ED04 | Organic Planting

EVENT

EXPERIENCE

E

EV01 | Beautify Local Park

C

EX01 | A Day on the Farm

C

EV02 | Organic Festival

C

EX02 | Organic Restaurant

SERVICE C

SR01 | Green Living

C

SR02 | Organic Market

S

SR03 | Organic Meal Kits

C

SR04 | Textile Recycling

CO-BRANDING C

CO01 | Cooperate with Local Farms

ENVIRONMENT C

ER01 | Organic Farm


CHAPTER

01

02

03

|

47

FUTURE DEVELOPMENTS

A HOLISTIC APPROACH

SR02 EX01 EX02 PD03

OUTER BEAUTY

EV01

SR01 SR04

ED04

EV02 PD02 PD04

ED03

PD01 ED01 SR03

CO01

INNER HEALTH

ED02 ER01 SELF

COMMUNITY

ENVIRONMENT

E

Environment

C

Community

S

Self

The efforts that take

The efforts that starts

The efforts that

care of our planet.

from taking care of others

aim to take good care

or our surroundings.

of own health.


48

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Product Focus

S

Nutritional Supplements | PD01

S

Cleaning Essentials | PD02

Produces dietary supplements of essential

Produces cleaning supplies that are not using

vitamins, minerals and nutrients.

harmful chemicals.

The Body Shop offers the purest and most

The Body Shop wants to inspire every family to

potent vitamins and dietary supplements

create and sustain a healthy, beautiful home.

found in nature. Raw materials used in our

We put consumer and environmental health

products are as natural as possible and are

before profit. We work directly with suppliers

guaranteed to contain no artificial flavorings,

and strive to offer prices well below grocery

preservatives, colors, sweeteners. We want

stores and big box chains. We believe in the

to ensure one’s getting the daily recommended

quality products, and want our products to be

intake of nutriments that are necessary

approachable to as many families as possible.

for optimal health in an affordable and effective way. Mission-focus | The nutritional supplements provide nutrition for optimal health to our customers. Similarities |

Mission-focus | To increase the environmental awareness in terms of providing reliable and effective products. Similarities | Seventh Generation, Mrs. Meyer’s

Walgreens Pharmacy, USANA

Differentiators |

Differentiators |

strict quality control.

Instead of producing synthetically or further modified by synthetic steps, we use natural sources which are derived from plants.

We control the sources of our products under


CHAPTER

01

E

02

03

Sustainable Packaging | PD03

|

FUTURE DEVELOPMENTS

S

Sensitive Skincare | PD04

Produces environmentally-friendly packaging and

Uses natural ingredients to produces skincare

sell to businesses throughout the United States.

products which are focusing on sensitive skin.

To protect our environment, sustainable

We produce eco-friendly skincare products,

resources are something we focus on from

which are all-nature and organic. Special care

the ground up. We sell packaging materials

for sensitive and stressed-out skin. Choose

to businesses throughout North America.

from our proven remedies for skin that’s

Promoting this environmentally-friendly

distressed, red or irritated. Probiotics unique

packaging is an important way to help reduce

ability to calm the appearance of inflammation

our impact on the environment.

make these products sensitive skin saviors.

Mission-focus |

Mission-focus |

To increases environmental awareness in

Our sensitive skincare products are eco-

terms of promoting other businesses to use

friendly and let our customers has healthy

Eco-friendly products.

skin and beautiful appearance.

Similarities |

Similarities |

Uline, Evergreen, MJS Packaging

Nuria, Burt’s Bees, Avène

Differentiators |

Differentiators |

Not just sell the packaging, we use these

We focus on only how to take good care of

packaging in our products too.

sensitive skin.

49


50

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Event Focus

E

Beautify Local Park | EV01

C

Organic Festival | EV02

A voluntary event to beautify park start from

A regular event that invite other small farms and

our local area.

chef to introduce their organic products and dishes.

It is a voluntary and regular event that we hold

The festival was created to spotlight and

in every neighborhood around our stores. Our

grow the organic food community, which

staff will take volunteers to local park and assist

includes farmers and businesses alike.

park staff in keeping the park healthy and liter-

The event would be hold on the weekends.

free. On top of that, we will also focus on how

People can enjoy discover what the best

to beautify those parks. For examples, planting

chefs are creating with local organic products

trees or growing flower, landscaping.

and also purchase organic ingredients from

Mission-focus |

certified organic farmers.

The event gathers people dedicating to beautify

Mission-focus |

local park to increase the awareness of protecting

Organic festival introduces the organic farm

our surroundings.

community and knowledge of healthy eating to

Similarities |

draw people’s attention on organic products.

Park Alliance, Park Friends groups

Similarities |

Differentiators |

Organicfest, Harvest Festival

Not just keep the area healthy and litter-free, we

Differentiators |

also make an effort on beautifying.

Not just selling the ingredients from organic farms, the event also introduces people how to cook with organic food.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

Experience Focus

C

A Day on the Farm | EX01

C

Organic Restaurant | EX02

An one-day tour for people to visit our

A restaurant that serves for healthy food with

organic farm to understand how it works with

natural and organic ingredients.

learning experience.

We are 100% certain to be free of GMOs,

We hold different kinds of inspiring events to

synthetic chemicals, hormones or antibiotics.

show visitors how our farm works. The contents

We serve 100% organic ingredients, ethically

of events are seasonal, but normally we teach

raised organic meats and sustainable seafood.

them how to plant, water, harvest, and cook

Most of the ingredients are from our own

pesticide-free fruits, herbs and vegetables. Other

farm. To the Eco-friendly stand point, all the

events are like Weekend Harvest, Herbs Class,

serving material are reusable and recyclable.

Farm trials, Planting Workshop etc.

Everything we offer is made from scratch in

Mission-focus |

our kitchens to ensure quality and freshness.

We increase the Eco-consciousness by

Mission-focus |

inspiring people through fun experience. Similarities | Organic Vally, California Agriculture Tourism Differentiators | Not just visiting our farm, our events involve more hands-on experience.

This eco-consciousness restaurant offers healthy and trust worthy eating experience for people to stay healthy and increase the awareness of eco-friendly. Similarities | The Plant Cafe, The Organic Coup Differentiators | Having our own access of sources is easier to control the quality.

51


52

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Service Focus

C

Green Living | SR01

C

Organic Market | SR02

We provide the service of helping customers to

We Sell organic food, natural ingredients through

design an eco-friendly living environment.

our farm.

We are promoting eco-friendly living, which is

We provide market chain stores which are

about getting “back to basics”. Using natural

located in different areas for customers to

materials, plants, and simple design options,

access our products conveniently. All the

we create a green living environment. We

packaging

will have professional consultations to help

we use are recyclable. We maintain the strictest

customers realize their dream for green living.

quality standards, and have an unshakeable

Mission-focus |

commitment to sustainable agriculture.

We create customized green living

Mission-focus |

spaces for people to live in a healthy and

An organic market chain which is trust

eco-friendly environment.

worthy and easily accessible for customers

Similarities | MiLoft, Rent.com Differentiators |

to reach their healthy goals. Similarities | Whole Foods, Sprouts Farmers Market

Instead of providing an apartment, we

Differentiators |

customize eco-friendly environments toward

Our business is thorough and connected to

each customer’s preference.

each other in every aspect.


CHAPTER

01

S

02

03

Organic Meal Kits | SR03

|

FUTURE DEVELOPMENTS

C

Textile Recycling | SR04

We provide healthy and organic meal box delivery

A service for people to send their old clothing and

services to homes.

we reuse that fabric to make new clothing that is

The service aims to encourage our audience

allergy-free for sensitive skin.

to cook healthy and organic meals with almost

Collects clean rags, scrap cloth, holey socks,

no food waste. We set our sights on careful

and fabric and turn them into new clothing.

ingredient portions to limit food waste and

People can exchange their old clothing to

increase healthy living. Most of our ingredients

the credits that they can be used in our stores,

are from our farm, which are GMO-free and

markets or restaurants. We reuse that fabric

environmentally conscious. Our packaging is

to produce new clothing that is allergy-free for

made from 100% recycled cardboard and all

people who have sensitive skin.

materials are recyclable.

Mission-focus |

Mission-focus |

Producing allergy-free clothing with old fabric

Organic meal kits offer people the convenient

is eco-friendly and good for skin health.

way to approach healthy eating.

Similarities |

Similarities |

American Textile Recycling Service, LuLaRoe

Green chef, Hello Chef

Differentiators |

Differentiators |

We provide a service that encourages people

The ingredients in our meal kits are totally

to recycle old clothing and reuse those fabric to

natural and organic with environmentally-

create more possibilities.

conscious packaging.

53


54

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Education Focus

S

Nutrient-Rich Cooking | ED01 A class that teach our audience to cook the food

C

Health Magazine | ED02 Issues magazine about health and self care topics.

without losing the nutrition. The way you cook your food plays a large

A monthly magazine with the articles about

part in just how much of its nutrients your

new found information of living a healthy

body is actually getting. This class teaches

life. The magazine delivers the approach

our audience how to extract the most nutrients

to health through content that motivates

from food. The purpose is to level up nutrition

readers to live a happy, healthy life. The

knowledge and culinary know-how.

topics are about light cooking with natural

Mission-focus | The nutrient-friendly cooking class Provides

ingredients, fitness, taking care of living surroundings, healthcare information.

the actual knowledge of cooking without

Mission-focus |

losing nutrition that people need to take in

The monthly magazine provides the ways

to stay healthy.

of living healthily for our audience to keep

Similarities | The Nutrition Center, The Taste Workshop Differentiators |

updated of related information . Similarities | Health Magazine, Organic Magazine

The class is not only focus on how to cook

Differentiators |

without losing the nutrition from food, but also

This magazine is not academic style,

encourage people using organic ingredients.

but the contents are reliable. The contents are more casual but our audience can learn something from it.


CHAPTER

01

C

02

03

Fitness Community | ED03

|

FUTURE DEVELOPMENTS

E

Organic Planting Class | ED04

A place where people can come to be inspired,

A class that teaches people planting and plant with

motivated to exercise regularly.

the healthy soil which is plant-friendly.

Taking care of body fitness is also can improve

Organic products are ideal for the landscape,

one’s appearance and health. This place is

because they feed the soil, creating a

not just a gym, it is a community that make

sustaining environment. This class teaches

fitness as fun as possible. We offer private

basic knowledge of building healthy soil that

studio and friendly community. The Body Shop

everyone can grow their organic ingredients

makes achieving a healthier lifestyle fun

at home. We take the natural approach

and inclusive.

and amend with soil conditioners, such

Mission-focus | Fitness community encourage people to exercise regularly to keep healthy. Similarities | Organic Fitness, Mindbody

as earthworm castings, which add organic matter, including humid acid, and desirable microorganisms to your garden soil. This helps make soil borne nutrients, such as iron, more available to plants.

Differentiators |

Mission-focus | The planting class educate people planting in

It’s about finding the level of challenge that

plant-friendly way to protect our environment.

people comfortable with and help them exercise regularly.

Similarities | Grownetwork, Pennington Differentiators | We provides practical class in our organic farm.

55


56

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Environment Focus

C

Organic Farm | ER01 We aim to produce quality food in a manner beneficial to the environment and to wildlife. Our organic farm Follow the standards of organic and sustainable farming system. We practice healthy crop rotation, encourage a diverse ecosystem around the fields, and carefully select and produce varieties that grow well and taste great. We produce milk, cheese, eggs, soy, protein shakes, butter, yogurt, organic snack items, organic beef, pork, chicken, and turkey products. Mission-focus | Our organic farm produces natural ingredients under a full scale of quality control with ecofriendly approaches to provide our customers a healthy living. Similarities | Organic Vally, Applegate Differentiators | We also grow our own natural ingredients for our skin care products.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

Co-branding Focus

C

Cooperate with Local Farms | Co01 Cooperate with local farms to switch the ingredients that each of us can not produce. We cooperate with other local farm to reduce the air pollution from shipping or the waste of other resources , at the same time, we can also increase the variety of our products to fulfill the need in the market. Mission-focus | Cooperate with local farms to alleviate the access of shipping internationally to reduce air pollution from international transportation. Similarities | Sprouts Farmers Market, Trader Joe’s Differentiators | Not just sell products from other factories or farms, we have our own farm. Cooperation is for offering more choices in our market.

57


58

THE BODY SHOP

|

Focus Evolution From eighteen future extensions, we picked nine of them to elaborate with the imagery of future look.

C

ER01 | Organic Farm

E

EV01 | Beautify Local Park

C

EV02 | Organic Festival

C

SR01 | Green Living

C

SR02 | Organic Market

S

SR03 | Organic Meal Kits

S

ED01 | Nutrient-Rich Cooking

E

ED04 | Organic Planting

S

PD02 | Cleaning Essentials

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

59


60

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Organic Farm C

ENVIRONMENT | ER01

Mission-focus |

We aim to produce quality food in a manner

Our organic farm produces

beneficial to the environment and to wildlife.

natural ingredients under a full

Our organic farm Follow the standards of

scale of quality control with

organic and sustainable farming system.

eco-friendly approaches to provide

We practice healthy crop rotation, encourage

our customers a healthy living.

a diverse ecosystem around the fields, and carefully select and produce varieties that grow well and taste great. We produce milk, cheese, eggs, soy, protein shakes, butter, yogurt, organic snack items, organic beef, pork, chicken, and turkey products.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

61


62

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

63


64

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Beautify Local Park E

EVENT | EV01

Mission-focus |

A voluntary event to beautify park starting from

The event gathers people

our local area.

dedicating to beautify local park

It is a voluntary and regular event that we

to increase the awareness of

hold in every neighborhood around our stores.

protecting our surroundings.

Our staff will take volunteers to local park and assist park staff in keeping the park healthy and liter-free. On top of that, we will also focus on how to beautify those parks. For examples, planting trees or growing flower, landscaping.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

65


66

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

67


68

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Organic Festival C

EVENT | EV02

Mission-focus |

A regular event that invites other local farms and

Organic festival introduces the

chefs to introduce their organic products and dishes.

organic farm community and

The festival was created to spotlight and

knowledge of healthy eating to

grow the organic food community, which

draw people’s attention on

includes farmers and businesses alike.

organic products.

The event would be hold on the weekends. People can enjoy discover what the best chefs are creating with local organic products and also purchase organic ingredients from certified organic farmers.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

69


70

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

71


72

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Green Living C

SERVICE | SR01

Mission-focus |

We provide the service of helping customers to

We create customized green

design a Eco-friendly living environment.

living spaces for people to live

We are promoting eco-friendly living, which

in a healthy and eco-friendly

is about getting “back to basics�. Using natural

environment.

materials, plants, and simple design options, we create a green living environment. We will have professional consultations to help customers realize their dream for green living.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

73


74

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

75


76

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Organic Market C

SERVICE | SR02

Mission-focus |

The organic market sells certified organic food and

Our organic market chain is

ingredients through our farm.

reliable and easily accessible

We provide market chain stores which are located

for customers to reach their

in different areas for people to access our

healthy goals.

products conveniently. All the packaging we use are recyclable. We maintain the strictest quality standards, and have an unshakeable commitment to sustainable agriculture.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

77


78

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

79


80

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Organic Meal Kits S

SERVICE | SR03

Mission-focus |

We provide healthy and organic meal box delivery

Organic meal kits offer people

services to homes.

a convenient way to approach

The service aims to encourage our audience

healthy eating.

to cook healthy and organic meals with almost no food waste. We set our sights on careful ingredient portions to limit food waste and increase healthy living. Most of our ingredients are from our farm, which are GMO-free and environmentally conscious. Our packaging is made from 100% recycled cardboard and all materials are recyclable.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

81


82

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

83


84

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Nutrient-Rich Cooking S

EDUCATION | ED01

Mission-focus |

A class that teaches our audience to cook the food

The nutrient-rich cooking class

without losing the nutrition.

provides the actual knowledge of cooking without losing nutrition that people need to take in to stay healthy.

The way you cook your food plays a large part in just how much of its nutrients your body is actually getting. This class teaches our audience how to extract the most nutrients from food. The purpose is to level up nutrition knowledge and culinary know-how.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

85


86

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

87


88

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Organic Planting E

EDUCATION | ED04

Mission-focus |

A class that teaches people planting and plant

The planting class educates

with the healthy soil.

people planting with healthy soil to protect our environment.

Organic products are ideal for the landscape, because they feed the soil, creating a sustaining environment. This class teaches basic knowledge of building healthy soil that everyone can grow their organic ingredients at home. We take the natural approach and amend with soil conditioners, such as earthworm castings, which add organic matter, including humid acid, and desirable microorganisms to your garden soil. This helps make soil borne nutrients, such as iron, more available to plants.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

89


90

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

91


92

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE

Cleaning Essential S

PRODUCT | PD02

Mission-focus |

We Produce cleaning supplies that are not using

To increase environmental

harmful chemicals.

awareness in terms of providing

The Body Shop wants to inspire every family

unharmful and reliable products.

to create and sustain a healthy, beautiful home. We put consumer and environmental health before profit. We work directly with suppliers and strive to offer prices well below grocery stores and big box chains. We believe in the quality products, and want our products to be approachable to as many families as possible.


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

93


94

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

FUTURE DEVELOPMENTS

95


96

THE BODY SHOP

|

Conclusion

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

The new developments are practical plans that make us accomplish our mission thoroughly. Our focal aspects on ourselves, community, and our environment are closely linked and inseparable that approach to a well-thought-out and balanced plan for our future. To have more information, please check out our website. https://www.aholisticapproach.net

CONCLUSION

97


98

THE BODY SHOP

Colophon This book is a noncommercial project for educational proposes and is not intended to represent The Body Shop brand. Designer Christine Wang Class GR604 Nature Identity Instructor Hunter Wimmer Photography Unsplash.com, iStock Software Adobe Creative Cloud Typefaces Caecilia Tisa Sans Binding & Printing Blurb.com

|

THE VISUAL STANDARDS GUIDE


CHAPTER

01

02

03

|

99


100

THE BODY SHOP

|

THE VISUAL STANDARDS GUIDE


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.