Fresh Britain set me a brief to select a brand which I believed needed a ‘re-vamp’, developing a strategy revolved around the Yungarian Archetype concept. I selected ‘The Body Shop’, choosing to invent my own hybrid archetype of the ‘Outlaw’ and the ‘Hero’, creating an archetype called the ‘Anti-Hero’; the aim of the archetype was to have disruptive brand visuals with a brand message which feels essential to improving the current social climate. The intention was to develop a new brand image about feeling empowered by our body no matter what it looks like. The new branding included a more intense and dark colour palette; striking imagery related to the body.
breaking down the body shop’s brand Image and making a new one...
To develop new branding material I had to understand the current narrative of the store, particularly against its competitors. I found that other stores seemed to have a more powerful story that reflected its strategic archetype. That’s what initiated me to devise the ‘Anti-Hero’ archetype.
a new product line and their labels
For a new brand archtype led product line, I conceptualised a collaboration between the charity ‘Mind’ and ‘The Body Shop’. The products were aimed to re-charge different areas of the mind and body with corresponding ingredients and their properties. The labels included more striking visuals with the use of light and showcasing the body in its rawest form, which has a sense of rebeelion against ‘perfect bodies’.
Finals
Mocking up the products
When deciding on new packaging, the formats of the containers I chose were all either re-usable or re-cyclable using glass bottles or tins. I found in research that The Body Shop actually uses a lot of plastic packaging although preaching to be a ‘green-led’ brand. This new iniative strengthens the ‘heroic’ element of my archetype.