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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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Case study