As a ‘natural and ethical beauty’ brand, The Body Shop want to promote the idea that their products are animal cruelty free and vegetarian. The Body Shop have a belief in fairtrade and have been a force in positive social and environmental change for a long time, even starting their own charity; The Body Shop Foundation. The Body Shop are big supporters of charities and compaigns on topics like HIV, domestic violence, child sex trafficking, recycling and the protetion of endangered species.
CONTEXT THE BODY SHOP
I want to create quite minimalist approaches to the poster design of the products, in order to promote the simple and natural side of The Body Shop’s products. I may make the main focus typographic to exaggerate this simplicity and to give a ‘what you see is what you get’ impression. I have decided to focus my campaign poster on a domestic violence charity named Refuge, and will show The Body Shop to be in suooport and association with it. I plan to propose a redesign for the website or a mobile phone app, allowing the user to be updated on their products, their movements and their involvement and updates on this charity. Most of my research was centred around previous ad campaigns by The Body Shop in order for me to identify any recurring themes that are consistent throughout. This allowed me to see if it was a direction I think The Body Shop like to follow, or if it might need a change. As well as looking at their advertisements, I also looked at the posters for The Body Shop Foundation, baring in mind this time that I would like to change any underlying themes, to attract more attention and encourage some more action from the customers. I identified that there is an ongoing theme of eco-friendly printing and colour schemes, the use of recycled paper as stock and a lot of use of a green coour scheme.
CONCEPT THE BODY SHOP
COLOUR SCHEME I decided to maintain the same colours used for the packaging of the products themselves. I thought this most apporpriate as I didn’t want to give loads of information on the posters themselves, so therefore I could make the colours representative of the products, instead of having to explain further.
TYPEFACE I wanted to choose a light, sans serif typface that would again make a point of the simplicity of the brand. I chose Helvetica Neue Ultralight as I feel that it neutralises a lot of designs in it’s simplified nature, but when used at an appropriate size it does demand a lot of the viewers attention.
Helvetica Neue Ultralight
SPECIFICATIONS THE BODY SHOP
DISTRIBUTION My intention is for the posters to be printed on an ivory stock as I found the white to be quite harsh against some of the colours, while the ivory is much more complimentary of each of the colours individually. I created a mock up of a store window with how I would expect the posters to be distributed, in aid of promoting the products which it concerns. However, I have an idea of the charity campaign poster being more widely distributed across other planes.
MOCK UPS
THE B DY SHOP BATH AND BODY
MAKE-UP
I thought that the content of the existing website was all relevant but that the manner in which it is presented is very overwhelming and makes the brand appear slightly cheaper. I chose to keep consistency with the website and with the poster designs so have chosen to use the same background colour schemes as the poster designs.
MOCK UPS AND DISTRIBUTION THE BODY SHOP
SKINCARE
FRAGRANCE
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GIFTS
MEN
In order to maintain the natural and carefree aspect of my designs for The Body Shop, I digitally manipulated some splashes of watercolour paint, making them more vibrant and altering the colours to become applicable to the designs. I kept the information to a minimum, and tried to make them as visually interesting as possible, so that the viewer will want to try the product in spite of not knowing a lot about it. I assigned each product with a catch phrase or slogan of sorts that was relevent to the funtion or aesthetic of the product, with the idea that this would make it more memorable to the viewer.
FINAL POSTER DESIGNS THE BODY SHOP
THE B DY SHOP BATH AND BODY
MAKE-UP
SKINCARE
FRAGRANCE
FOR 48 HOURS ONLY
40% OFF EVERYTHING ONLINE AND INSTORE
These designs embody the ethos of The Body Shop, as the designs are all originally hand-rendered. The vibrant colours embody the fresh and natural elements of the products and promote the concept of originality and creativity in the beauty of the brand. The design of the campaign poster is aimed to promote diversity in the range of colours used for the background. I have chosen to promote a domestic violence charity called Refuge which is aimed at women and children suffering abuse, a concept that is valid for The Body Shop to be in support of given it’s target audience. I have altered the visual perception of the brand, making it more of a ‘what you see is what you get’ concept in their minimalism and limited information given.
IMPACT THE BODY SHOP
GIFTS
MEN