The Body Shop

Brief

This project called for an image of empowerment to represent the London headquarters of world-renowned ethical brand, The Body Shop. Promoting female strength and environmental activism, the London Bridge shopfront required a bold combination of textual and visual design to promote its confident new message.

Concept

Working closely with The Body Shop’s Creative Director and a team copywriter, the design for a set of shopfront vinyls unfolded as an attractive, cohesive and brand enhancing endeavour. The design worked towards two core goals: the first was to attract the attention of passers-by, drawing the gaze of Tooley Street pedestrians amidst an environment of intense workplace activity. The second was to communicate a new focus for the household brand – promoting the power of women and the importance of environmental action. With the window display functioning as the headquarters’ first touchpoint, the vinyl design needed to marry brand recognisability with novelty. It needed to introduce a rebrand – including new colours and typography – without abandoning The Body Shop’s signature tone. This was achieved through the pairing of striking imagery with powerful text, whilst weaving in the brand’s instantly recognisable logo through a checker-board display. The chosen typeface reflected the boldness of the statements on show, which included a mix of inspirational quotes and messages of activism.

Outcome

Delivered against a rapid deadline, this project represented a nuanced leap forward for a brand beloved by many. The design directly reflected the tone of voice and values of The Body Shop, adding layers of meaning to their long-standing legacy of conscientious products and practice.