Bath & Body Works
Brand Identity, Brand Repositioning, Strategy, Copywriting, Packaging, Store Design, Store Experience
My graduate thesis that involved in-depth research and a survey providing insights for the project. The extensions include a repositioning with updated brand graphics, packaging to align with the new mission, and an updated store layout and design. The purpose was to realign Bath & Body Works with market and consumer trends while meeting the needs of current customers.
Key Research Takeaways
-
Current consumers purchase a fraction of the products that are currently offered.
-
Currently, 15% of consumers have scent needs that Bath & Body Works is not meeting. Among these needs are the facts that there are too many scents, and some retired scents are desired more than current fragrances.
-
Around 97% of consumers are looking for more sustainability and environmentally friendly models from Bath & Body Works, to compete with other brands in the market.
Bath & Body Works
|
Brand
|
Merchandise
|
Store Design
Mission Statement
Bring quality fragrant home and body products to women at an affordable price
Repositioning Statement
For women, and people who purchase feminine products, interested in using fragrant home and body products, but aren’t willing to sacrifice quality, Bath & Body Works provides customers with an unparalleled number of scents in quality and eco-friendly products.
Design Principles
-
Designs should have clear hierarchy that are easy to read and understand what fragrance and product consumers are picking up.
-
Keep the fun colors, but base them on natural ingredients rather than artificial saturated colors to help reinforce the new positioning.
-
Bring a human element back to the packaging design, using a watercolor inspired vector illustration style.
Brand Building
The brand is built with the use of organic shapes and softened ligatures. The rounded corners make the brand more friendly while mirroring the previous brand imagery.
The New Branding
Brand Elements
The brand elements feature a nature-based color palette that is paired with an organic serif headline font that brings forth the brand values and the nature it is inspired by.
Packaging Illustration Anatomy
Featuring the top note of each fragrance, a nature-based color palette is paired with an organic watercolor inspired illustration to bring a visible human touch to the brand.
Packaging Anatomy
The packaging features minimal elements and clear hierarchy to make the product and fragrance notes easier to read. An illustration of the top scent note is also visible.
The Packaging
The Retail Bags
The Store Design
Recycling Machine
Machines are present in stores that allow customers to recycle their used products in exchange for 5% off of their next purchase. In order to receive that discount, it will require an account with Bath & Body Works where the coupon will be able to be used online or in-store.
Additional Considerations
-
Decrease the number of scents offered while keeping the rotating seasonal section. A maximum amount of 30 scents total scents with 10 seasonal still allows Bath & Body Works to lead the category in the number of fragrances.
-
Consumers are noticing a decrease in quality while prices increase, making them not want to purchase a product. Instead they are looking for retailers where they can get better quality for the same price.
-
The top-selling products are a small fraction of the current portfolio. It is suggested that Bath & Body Works follow the 80-20 rule where 80% of the portfolio is top-selling products.
Authentic. Confident. Eco-Friendly.
The rebrand features a confident and authentic feel that allows for current and prospective consumers to engage in a new way. The repositioning focuses on aspects important to customers and realigns the brand to be more competitive in the market.