Content 5
Brief
11
Research
25
Concept
39
Final Artwork
BRIEF
BRIEF
BRIEF 6
Body Shop asked to Create a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand. Anchored through their window posters and other type of marketing strategies. The challenge is to expand from there to form a new visual communication style. The work should encompass their quirky tone of voice, product efficacy and premium beauty credibility.
BRIEF 7
Why this brief?
Among all the briefs given I choose the Body Shop brief because: 1. Body Shop is a very strong brand that I’m familiar with personally and it’s known worldwide. 2. Beauty is colorful and worth working for. It always end up with great visuals if applied the right way. 3. Body Shop is asking for a new style of illustrations that is also new to me and I always love trying new things. 4. Advertising is one part of graphic design that works with conceptual ideas and marketing which is a unique special point of my design process.
BRIEF 9
About the brand
Body Shop was founded by Anita Roddick in 1976, It is the original “natural and ethical beauty” brand. All of the Body Shop products are animal cruelty free and vegetarian. They were the first international cosmetics brand to be recognised under the Humane Cosmetics Standard. The Body Shop believes in fair trade, has long been a force for positive social and environmental change and have their own charity; The Body Shop Foundation. They want to be relevant for the future with their own unique visual identity that reflects their DNA – a creative, intelligent, pioneering, rule breaking, law changing, original and true beauty brand.
RESEARCH
RESEARCH 13
Products
First I started searching about the products they asked for: 1. Body Butter Our iconic body moisturizers are a rich and creamy feast for the skin. They all contain Community Fair Trade ingredients, so it’s not just your body that benefits, and come in a variety of flavours.
RESEARCH 15
Products
2. Nutriganics™ Drops of Youth Our best-selling skincare product is an innovative concentrate that helps to enhance the surface skin condition, leaving it looking smoother, fresher and healthier. 99% of ingredients are of natural origin and certified organic.
17
RESEARCH Products
3. Colour Crush Lipsticks Our new luscious lipsticks come in 25 lip-smacking shades, are moisture rich and packed with Community Fair Trade marula oil.
19
RESEARCH Products
4. White MuskŽ Eau De Perfume It was an innovation to the fragrance market in the ’80th as it was the first cruelty-free musk. The sensual scent is a heady mix of notes including musk, lily, iris, rose and vanilla.
21
RESEARCH Advertising
Looking through the Body Shop advertising strategies you can notice that there is no recognizable theme through the design. Every product has a different style of its own. The kind of language is used is only about the product features and offers. There’s nothing to relate the product with the customer in a personal way. The only item used all over is the logo. Even the typography used was not consistent, once it’s bold san serif another time it’s the casual cursive type. A brand should have a consistence system through it’s visuals to make it strong and easy to recognize by the consumers.
23
RESEARCH Inspiration
I looked for some illustrations style that could work with my idea for inspiration. I also searched for techniques and coloring styles.
CONCEPT
CONCEPT 27
First ideas
My first idea was about reflecting the beauty of colors by experimenting with water, flowers and watercolor. The point was to create a common thing between all the products asked to advertise and as we all see the Body Shop is well known for its colorful products.
CONCEPT Main concept
The Idea basically is about showing the deep route of this natural brand in a modern way. The Body Shop is one of the very few brands that started in the early 1976 and since then they’ve been gaining success all over the world. But who knew they had this history? One of the reasons the customer trust a brand is it’s experience and there’s nothing more strong and powerful than over 40 years of experience in body products.
CONCEPT Main concept
In the design elements I used botanical illustrations to reflect the deep root of the Body Shop brand and also as a tool to educate customers of products special ingredients of fruits and flowers. Body Shop has always a duty to community so why not involve this value into product’s posters? The language the posters speak is modern and strong to emphasize on the forward thinking and modern style that the brand adapt. It gives the customer a direct relationship with the product as if the product is speaking to him. At the same time it’s keeping the Body Shop spirit to be recognizable as beauty products. The typography added a contemperory feel to the design and took it to a total new level of marketing.
CONCEPT
Campaign concept
We are living in the 21st century, an age where the world is moving to sustainability and saving the earth resources. So a forward thinking brand should definitely have a role in this. As Body Shop is known for its effort toward society and world issues, the next cause it should talk about is about being ecofriendly. The way I’m suggesting this is by talking green. The brand already is using natural ingredients and its products are animal cruelty free, but where do these products go after customer use them? Imagen if the customers have a role to cooperate with the brand they trust in saving earth and reducing the amount of waste materials out there?
CONCEPT
Campaign concept
My idea is basically about having an interactive poster where customers can put their Body Shop used products and later the company recycle whats in. The idea is simple and straight forward, by dropping a product in the poster you are helping in achieving a green UK which is not only the brand wish but more of a national interest to achieve. If Body Shop considered talking about such a global issue it wont only be a part of the bigger image but also a role model for other brands to follow.
CONCEPT 33
Process
The first step was to research the products ingredients and look for a botanical illustrations that show their details. Body Butter I chose to advertise the peach product.
CONCEPT 35
Process
Nutriganics™ Drops of Youth The main ingredient is aloe vera.
CONCEPT 37
Process
Colour Crush Lipsticks. In the ingredient is the cherry seeds and it comes with a variety of 25 color shades inspired from roses colors.
CONCEPT 39
Process
White Musk It’s called white but its ingredients are full of colors; Musk, Iris, Lilies and Vanilla.
FINAL ARTWORK
FINAL ARTWORK 43
Process
At first i had to decide what type of colors and techniques I’ll be using and also what type of paper and texture i want to reflect. I chose pencil colors and I was personally amazed by the result. It’s the first time that i realize how much you can get from your childhood pencil color. The type of papers I used was light creamy. It’s a special type made for pencil coloring.
FINAL ARTWORK 45
Process
Adjusting the scanned images and then playing with the vintage impact that a picture could reflect. Learning from Photoshop tutorials and searching for phrases and sentences to reflect the strong concept of the conversation language I want to create, tell finally i got the final result of four consistent posters. I searched for products marketing and advertising phrases, slogans and successful plans. I also looked for customers reviews about the Body Shop different products and used these information in the language I choose.
FINAL ARTWORK 46
Process
Now a day every body product advertising strategy is based on showing how attractive and hot a women will be when using this perfume or that cream. The value of Body Shop is that it cares about the smooth, healthy and gentle care it provide to its customers and this is the concept that i used in the posters language. In a consuming world a valuable product will stand out.
FINAL ARTWORK 47
Process
Let Me Wear You Body butter products are so soft and they don’t stick on your body. You don’t feel them on your skin in a bothering way instead it merged with your body as if it’s wearing it and you only feel the softer and healthier skin. Gentle Drop of Youth The drops of youth product is so gentle on your skin. It’s light, smooth and has a soft smell. Dip in Moisture The best about the lip crush lipstick is the high moisturize you get when using them as if you are dipping perfectly in them. Get the Scent Reaction The perfect perfume is the one that react with your body with the best way. The White Musk perfume has a special mixture that reacts with your body and gives you the scent you always wanted.
FINAL ARTWORK 48
FINAL ARTWORK 49
FINAL ARTWORK 50
Applications Magazine
FINAL ARTWORK 51
Applications Poster and pins
FINAL ARTWORK 52
Applications Billboard Subway billboard
FINAL ARTWORK 53
Applications Shop window 1
FINAL ARTWORK 54
Applications Shop Application 2
FINAL ARTWORK 55
Applications Shop Application 3
FINAL ARTWORK 56
Applications Shop Application
FINAL ARTWORK 57
Applications Green Unit Details
FINAL ARTWORK 58
Poster when first hanged
Applications Campaign Poster
Poster after customers drop products
FINAL ARTWORK 59
Applications Campaign Poster
The poster gives a simple smart idea, “Drop your empty Body Shop product and help us to live in a green UK�. The company will take care of the rest by taking all products to recycle process. The poster could be understood as green UK or also as the UK is full of The Body Shop products. This idea could be developed later by providing customers with statistics of how much they helped in the saving the materials and lowering the cost of waste. The Body Shop also could do some conferences and get real interested people involved. Later it could send appreciation offers for those who helped in the campaign.