CASE STUDY: THE BODY SHOP / D&AD 2014 J illian Bromby A nna J on e s Brand on Bakus “P i on e er s Welcom e” B o d y Sho p Re - Brand P roj e c t compl ete d : Spring 2014 O riginal music by : Craig Smith
BRIEF: D & AD NE W BLOOD AWARDS 2014 Re - es tablish the Original Beaut y Pioneer s
B a c kg r o u n d F ound e d by A nit a Ro d dick in 1976, T he B o d y Sho p is the original ‘natural and ethic al’ b eaut y brand. A ll of their pro duc t s are animal cru elt y fre e and ve g et arian. T hey were the fir s t inter nati onal co sm etic s brand to b e re co gnize d und er the H uman e Co sm etic s St andard. T he B o d y Sho p b eli eve s in fair trad e, has l ong b e en a force for p o siti ve s o cial and env ironm ent al chang e and have their ow n charit y ; T he B o d y Sho p F oundati on. T hey want to b e rel evant for the future w ith their ow n uniqu e v isual id entit y that refl e c t s their D N A — a creati ve, intellig ent , pi on e ering, rul e breaking, law changing, original and tru e b eaut y brand.
Creative Challenge Create a new visual language for their brand communications that reflec t s their pioneering spirit within the beaut y industr y and as a for ward -thinking British brand. Anchored through their window poster s, the challenge is to expand from there to form a new visual communication st yle. Your work should encompass their quirk y tone of voice, produc t ef ficac y, and premium beaut y credibilit y.
Considerations O nlin e and m o bil e sho p ping is rapidl y changing the ret ail s e c tor. H ow c an they create a unifi e d ret ail e x p eri ence through their communic ati ons that conn e c t s the phy sic al and digit al sho p ping e x p eri ence s m ore co herentl y? Consid er the vari ous t y p e s of m e dia that c an for m par t of the languag e, such as graphic ar t , photo graphy, t y p o graphy, film, e x p eri ence, and any other s t y l e s of ar tis tic e x pre s si on that you fe el emb o di e s the bri ef.
Ta r g e t A u d i e n c e B eaut y enthusias t s w ho are l o o king for an aspirati onal brand they c an b eli eve in. W ho want a brand they c an trus t to d eli ver a s ens orial pro duc t e x p eri ence, b e transparent in their busin e s s ethic s and emb o d y their ow n valu e s . P rimaril y femal e, but not e xclusi vel y. G en Y / Ag e 18 -35.
Mandatories . F our A 2 p o s ter d e signs, on e for each of the fo ll ow ing pro duc t s : B o d y But ter, N utriganic s Dro ps of Youth, Co l our Crush L ips tick s, W hite M usk Eu D e Par fum. . O n e s o cial c ampaign p o s ter id ea. T hey have b e en a force for p o siti ve s o cial and env ironm ent al chang e through their many c ampaigns on to pic s such as H I V, child s e x traf ficking, d om e s tic v i o l ence, re c ycling, and the prote c ti on of endang ere d sp e ci e s . . A lthough w ind ow p o s ter s are their primar y communic ati on chann el, e x pl ore at l eas t on e other chann el that could bring n ew n e s s and d e pth to their c ampaigns such as ac ti vati on id eas, in - s tore theatre / v isual m erchandising, s o cial m e dia, and digit al. . T he d e sign mus t includ e T he B o d y Sho p l o g o.
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PROCESS
P h a s e 1: I n i t i a l R e s e a r c h
Researched The Body Shop
Experienced store
Te s t e d p r o d u c t s
Cr e a t e d m o o d b o a r d s
Co n c e p t e d f o r a n e w b r a n d i d e n t i t y
Set calendar deadlines
Phase 2: Brand D evelopment
Language development
Developed color palette
Experimented with hand lettering
Phase 3: Photography
Photographed products in studio
Post process /editing
Phase 4: Video
Co n c e p t e d f o r 3 p r o m o t i o n a l v i d e o s
Scouted Locations
Filmed on location
Post process /editing
Outsourced for custom soundtrack
Phase 5: Product Posters
Pulled film stills
Designed product posters
Phase 6: Campaign
Researched previous Body Shop campaigns
Researched potential campaigns
Focused on the Green Belt Movement
Designed campaign poster
P h a s e 7: W e b s i t e
Cu r r e n t w e b s i t e r e s e a r c h / b r e a kd o w n
Developed wireframes
Co l l e c t e d w e b s i t e c o n t e n t
Executed website design
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PHA SE 1: INITIAL RESE ARCH A lthough we had all sho p p e d at T he B o d y Sho p b efore, we s t ar te d this proj e c t by re v isiting the s tore and te s ting the pro duc t s . We re s earche d the his tor y or the brand, and how the company g ot s t ar te d in 1976 . Bas e d on our re s earch, and fir s t- hand e x p eri ence, we mad e m o o d b o ards and found v id e o inspirati on. We then d e cid e d on the d eli verabl e s that we found to b e e s s ential to the “n ew imag e� of T he B o d y Sho p, and create d a tim efram e c al endar. O ur main g o al was to refer back to the hon e s t ro ot s of T he B o d y Sho p w hil e als o bringing a quirk y, uniqu e t w is t.
MOOD BOA RDS
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B R A I N S T O R M I N G & C O L L A B O R AT I N G
C A LEN DA R
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PHA SE 2 : BR AND DE VELOPMENT O ur co l or pal et te evo l ve d naturall y from the film s tills that we shot. L anguag e was a primar y fo cus b e c aus e it was imp or t ant to us to sp eak of the brand and pro duc t s in a n ew light. We wante d to draw influ ence from the id ea of “pi on e ering�.
L A N G UA G E
pioneer
earnest
light
honest
venture
realistic
fresh
drifter
express
face the fac t s
beauty
trekker
exploration
mind over matter
bold
globetrotter
enterprise
journey
courage
venturer
adventure
heritage
clean
oportunist
daring
back to the basics
safe
voyager
go -getter
back to the drawing board
empowerment
outside comfor t zone
fearlessness
odyssey
confidence
brave
_ _ _ _ _ _lessness
going full circle
routine
fearless
determination
driving force
youthful
pushing boundaries
openess
up in the sky
attractive
tenacious
realistic
trek
subtle
gallant
down to ear th
way faring
smooth
strong
yearn
quest
luminous
daring
brilliant
borderless
lucious
audacious
ambitious
boundless
dramatic
gutsy
unstoppable
small world
detail
trailblazer
thrill
close network
accentuate
trendsetter
thrill s e eker
virtual beauty
accent
groundbreaker
master
rise
velvet
discoverer
trade not aid
full circle
smooth
new wave
global
no compromise
ef for tless
new age
pucker up
go -getter
sensual
movement
never settle
going all out
foundation
pilgrimage
parallels
rally
freeing
pilgrim
modern
no middle ground
radical
wanderer
modernize
elements
radically rational
crusader
offer
plant power
go ahead
zeitgeist
human
pilgrimage
onward
essence
altruistic
reborn
enlightened
willpower
humble
big picture
receptive
quality
idealistic
sustainable
out of your element
morale
philanthropic
revolutionar y
i dare you
spontaneous
HAND LET TERING
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PHA SE 3 : PHOTOGR APHY Af ter e x p eri encing the pro duc t s in - s tore, and purchasing them, we to o k them to the s tudi o to g et a vari et y of high - qualit y imag e s to us e on our prom oti onal pro duc t p o s ter s . We back- lit them on w hite acr y lic, and us e d a N ikon D8 0 0 w ith a macro l ens to c apture the fin e s t d et ail.
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PHA SE 4 : VIDEO Af ter s couting vari ous l o c ati ons to film our 3 prom oti onal v id e o s, we s et tl e d on a di ver s e vari et y — a fi eld, a fore s t , and a ro ck y tid e - p o o l. A ll of our l o c ati ons s trate gic all y show no sign of mankind, b e c aus e we wante d the charac ter s to b e the pi on e er s of an unchar tere d ter ritor y. We film e d w ith a N ikon D8 0 0. During the e diting pro ce s s, we co l or grad e d the fo ot ag e to b e m ore co he si ve, and out s ource d for cus tom - mad e s ound track s .
BEHIND THE SCENES
FILM STILLS
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EDITING
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PHA SE 5 : PRODUC T POSTER S T he g o al of the T he B o d y Sho p film s tills from want sho p p er s
pro duc t p o s ter s was to emphasize the id ea of ‘pi on e ering’ and as s o ciating pro duc t s w ith the conn e c ti on to nature, ad venture, and b eaut y. We us e d our archi ve of fo ot ag e, and our cho s en languag e and co l or pal et te s . We to not jus t s e e the pro duc t s, but fe el an e x p eri ence.
T he bri ef re quire d A 2 size d p o s ter s . (16 .5”x 23. 4” )
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PHA SE 6 : C AMPAIGN Af ter re s earching prev i ous B o d y Sho p c ampaigns, we dis covere d T he Gre en B elt M ovem ent. We felt this was a p ower ful m ovem ent to prom ote, and a great way to conn e c t T he B o d y Sho p pro duc t s to a greater c aus e. T he p o s ter d e sign is co he si ve w ith the pro duc t p o s ter s, and infor ms sho p p er s that w ith the purchas e of B o d y But ter, they c an help the wom en of Kenya w ho s e fo o d sup pl y suf fer s du e to dri e d up s treams .
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PHA SE 7: WEBSITE We wante d to make T he B o d y Sho p we bsite m ore nav igabl e and eas y to us e. We s t ar te d by d e cons truc ting the original we bsite, and refining and simplif y ing the content into w irefram e s . T he w irefram e s infor m e d the re - d e sign of the we bsite w hil e remaining consis tent w ith our n ew s y s tem of branding.
WIREFR AMES
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DESIGN
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MOCK UPS
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