Brief: Create a brand campaign for The Body Shop to reinstate its position as the original pioneer of ethical beauty.

From the brief provided by the company, I sensed the The Body Shop felt it has lost its original identity in recent years. My solution aims to wanted to
recommunicate their original identity rather than completely re-establish themselves. The original branding and style was so strong and also very
reminiscent for many customers that I felt it was the right move to take the company ‘back to basics’ and simply relaunch the original style.

The solution is based on the work of artists Anita Roddick was inspired by throughout her life that may have informed her original style idea for
The Body Shop. By using the masterpieces, the campaign is able to reinvigorate the original essence of the brand that Anita built up so succesfully
years ago and move it away for the corporate and commercial look it has taken on recently since its ownership by L'Oreal. Adding humorous and quirky
copywriting has added a contemporary and refreshing twist to the identity, reinforcing The Body Shop's unique voice as a brand.

The campaign is focused around 5 posters, each representing one of The Body Shop's 5 core values: Against Animal Testing, Activate Self-Esteem,
Protect Our Planet, Defend Human Rights and Support Community Trade. By using Anita's bigraphy as a source for research, I was able to allocate
each value with a piece of work by an artist she was inspired by.

The posters:

 

 

The posters in situ:

The nature of a poster campaign means it is very versatile. The posters can be displayed in store to reinforce the brand values right on the doorstep
of the company. The large gold frames make for an eye grabbing shop frontage, helping to encourage customers to go inside and rediscover the brand.

 

The posters are equally valid outside of The Body Shop stores. Particularly when presented in real gold frames, the campaign would be very eye
catching and hopefully create interest in the brand. The masterpieces were also chosen for their use of colour, reflecting The Body Shop as a bright
and vibrant brand. The typeface was also specifically chosen to create an informal and friendly feeling.

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