PORTFOLIO
"Be faithful to your own taste, because nothing you really like is ever out of style." BILLY BALDWIN
CONTENTS 1. 2. 3. 4. 5. 6. 7. 8.
About Colour palette Block diagram Mood board Concept Façade design Plan Software renders
ABOUT
The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company. Founded in 1976 by Dame Anita Roddick, the company currently has a range of 1,000 products sold in about 3,000 stores, divided between those owned by the company and franchised outlets in more than 65 countries. Originally trading from Brighton, the company is now based in London Bridge and Littlehampton, West Sussex, and is owned by Brazilian cosmetics company Natura as a subsidiary of the Natura & Co group. The company had been owned by the French cosmetics company L'Oréal between 2006 and 2017. In June 2017, L'Oréal agreed to sell the company to Natura for £880 million. The deal was approved in September 2017
The original Body Shop, unaffiliated with Anita Roddick or The Body Shop International Limited, was opened in Berkeley, California in 1970 by Peggy Short and Jane Saunders. The shop featured dark green walls, locally made skin care products, and custom scenting with essential oils. The products were sold in simple containers with handwritten labels, and a discount was given to customers who brought in empty containers for refills. Dame Anita Roddick opened her own health and beauty shop, also named The Body Shop, in her hometown of Brighton in 1976. She started a business with the motivation to simply "make a living for herself and her two daughters while her husband was away travelling. The business's original vision was to sell products with ethically-sourced, crueltyfree and natural ingredients. None of Roddick's products were tested on animals, and the ingredients were sourced directly from producers. Throughout the 1980s and 90s, the company joined a number of campaigns related to social responsibility and environmental issues. These included a "Trade Not Aid" campaign in 1987, wherein the company sourced some of its ingredients directly from the native communities they originated from. The company also made alliances with Greenpeace and Amnesty International.
HISTORY
BRAND USP
The Body Shop boasts of being one the first cosmetics brands to prohibit testing on animals, and also the first company to introduce Fair Trade to the beauty industry
Since 1976, the Body Shop logo has gone through at least three updates. In all the designs, we can notice the green colour (different shades) and a circle emblem with “feathers” or “drops.”
The original design (1976) was dominated by the words “Body Shop” featuring white and green glyphs with shades. The two words were separated by the iconic roundel emblem in yellow.
In 1998, the roundel emblem grew larger. It now featured a warm shade of green. The words “The Body Shop” were now seen between the ends of the “feathers.”
NOW The Body Shop logo was simplified. To begin with, the number of the “feathers” was reduced – there were now only two “feathers” instead of three. The name of the brand moved lower, inside the open circle, and it was now given in a sans serif type. The lowest gap between the parts of the ring was closed. The colour grew much darker.
FONT AND COLOR The visual identity of the famous cosmetic brand uses a pretty simple and modest sans-serif typeface for its logotype. Though despite its laconic and minimalist style, the wordmark on the logo adds a sense of stability and professionalism, which is precious for the products, aiming to help your body skin stay soft and hydrated. The Body Shop inscription is executed in a font that is very close to Ricaro Bold and FF Yoga Sans Pro Medium. The forest green and white colour palette of the brand’s logo is a reflection of nature and its power. This shade of green also stands for life and health, and in combination with white, it gives a sense of reliability and protection.
PACKAGING
This packaging concept for "The Body Shop" is something innovative and special: natural cosmetics encased in handmade paper. It reveals the pure and natural side of all Body Shop products. The recycled paper uses the ingredients which are in the beauty products of "The Body Shop". The recycled paper uses the ingredients which are in the beauty products of "The Body Shop". For Example, the packaging for coconut butter is made with real coconut parts. Or we can see tea tree leaves in all the “Tea Tree” products. It emphasize the ingredients which "The Body Shop" is using for their items. The consumer have something to touch and this is what makes the use of it more exciting. The tactile quality makes it more special.
SKIN CARE
BODY
MERCHANDISE
HAIR
MAKE UP
FRAGRANCE
The Body Shop has range of customers from middle to upper class who are both women and men. Although the brand began with women beauty products offer, it started to focus on men in the recent years. Indeed, men are tending increasingly to take care of their skin and to have comfortable bath. The Body Shop main target audience is 20-55 year old women. Due to this wide range of ages for both categories, the product segmentation is also wide.
TARGET GROUP
STORES
The Body Shop stores are the principal point of contact for customers, so they regularly refresh them in order to remain competitive and continue to draw in new and existing customers. The stores are vibrant, social hubs where beauty and activism meet. With there cent Enrich Not Exploit commitment, Body shop have invested in making retail outlets eco-friendly by using locally sourced wood, LED lighting and non-toxic paint. The store design combines technology with nature, resulting in a warm, human space, ensuring that there tail environment is visually in line with the high quality of the products. In the stores, there should be tables along the centre (depending on the size of the store)featuring new and best-selling products. All retail spaces will feature bays along the side and back walls organised in ranges. The bays include: Bath and Body, Fragrance, Skincare and Make-Up. In our larger stores, we also have a Body care Bar and a Skincare Bar -these are more interactive as they allow products to be smelt and tested. Due to the use of quality materials, modernised structures and understated branding on the store front, retail environment is professional and fresh.
Block Diagram
2nd floor
Mezzanine floor
Circulation Pattern
Ground floor
Mood Board
Concept
To give a minimalist aesthetic look which includes the bright colour palette and beautifully accented natural features, which would go in unison with The Body Shop retail stores. The Body Shop has been referred to as the second largest cosmetics brand across the globe, with a mainly skincare product offering. Its market position is environment-friendly and the competitive advantage is nature-based products So, to bring in the brand identity and the store design and product proposition is fresh, innovative, easy to understand and navigate. The overall impression of the store design is to feel the ethics, honesty, diversity and vitality of the brand.
THE CHALLENGE Is to keep an iconic retail brand fresh and differentiated through store design all over the world.
FAÇADE DESIGN
A DESIGN THAT REPRESENTS BRANDS IDENTITY BY SHOWING THE NATURAL CURVED ORGANIC SHAPE. THE WAVE FAÇADE IS MADE OF ALUMINIUM AND THE WHITE PART IS CONCRETE TEXTURE TO SHOW THE BEAUTY OF CONTEMPORARY WORLD
Front sectional elevation
Entrance for staff / Way to 1st floor
Office space
Washroom (G) Washroom (B) Storage space
Reception / enquiry desk
Ground floor consists of reception area, skin care product section , Hair Care Product Section, Make-up Section, office, storage and washrooms
GROUND FLOOR
RIGHT HAND SIDE VIEW STAFF ENTRANCE / STAIRCASE
SKIN CARE
HAIR CARE
MAKE-UP
WAY TO OFFICE
SECTIONAL ELEVATION (GROUND FLOOR) LEFT HAND SIDE VIEW
WAY TO STORAGE AND WASHROOM
HAIR CARE
RECEPTION
Way to Ground or Second floor
Display section for hair care products
Display section for make-up Display for both hair care and make-up
Mezzanine floor consists of the make-up section and hair care products.
MEZZANINE FLOOR
MAKE-UP DISPLAY
RIGHT HAND SIDE VIEW
OPEN SPACE
PYRAMID DISPLAY
HAIR CARE DISPLAY
SECTIONAL ELEVATION (MEZZANINE FLOOR) LEFT HAND SIDE VIEW
PRODUCT DISPLAY SECTION
OPEN SPACE
MEETING ROOM
OFFICE
SITTING AREA
CAFÉ
WAITING AREA
SECOND FLOOR
SECOND FLOOR CONSISTS OF A MAIN OFFICE FOR 6 PERSON, A CAFETERIA AND ITS SITTING , CONFERENCE ROMMAND A WAITING AREA . THIS FLOOR IS MAINLY DEDICATED FOR THE STAFF WHO WORK HERE.
RIGHT HAND SIDE VIEW MEETING ROOM
WAITING AREA
STAIRCASE OPENING
SECTIONAL ELEVATION (SECOND FLOOR) LEFT HAND SIDE VIEW
OFFICE
CAFETERIA
3D SOFTWARE RENDERINGS
GROUND FLOOR
MEZZANINE FLOOR
SECOND FLOOR
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