Our overhaul of The Body Shop brand identity was the first since it launched in 1976.

The shop had lost its edge and market share. As part of understanding why, we were first asked to audit the brand. We found its core values had been lost, stores were impossible to navigate and branding lacked global consistency. Confusing everyone, The Body Shop had too much of everything.

On a practical level the brand was no longer fit for purpose. The logo didn’t work at all sizes. There was no guidance on typography, colours, signs or packaging. Consequently, the brand was effectively dysfunctional. The challenge was not to re-invent the brand, but do the harder thing and revive it.

Completely new logos that worked on items from lip pencils to shop signs were an essential part of the overhaul. Also integral to the rebrand was our introduction of ‘Made with Passion’ to galvanise their core values and bring them back into the stores where they belong. ‘Passion panels’ were introduced on packs and in-store as platforms for product and brand stories. Our comprehensive set of brand guidelines – covering everything from store signage to packaging – ensured The Body Shop got back on track.

Following our rebrand, The Body Shop was sold to L’Oreal Group for £652m in a highly publicised takeover. They clearly thought that one of the most recognisable brands in the world was feeling its beautiful self again.

Brand Strategy
Brand Narrative
Brand Architecture
Logo
Brand Identity System
Brand Guidelines
Signage
Packaging System
Communications