IntroductionThe Brief:

Design a contemporary range of packaging for The Body Shop that unites their brand values with the premium nature of the products.

Proposition:

The Body Shop - Ethically made natural beauty products

Brand Values:

values:

• Against Animal Testing

• Support Community Fair Trade

• Activate Self Esteem

• Defend Human Rights

• Protect the Planet

Target Audience:

Solutions to the brief should reach out to discerning female consumers of high quality beauty products. The primary focus should be 18-35 year old women but the work must also appeal to a broader age range of 16-65.

These are savvy shoppers. They buy into ethical and natural cosmetics and toiletries and support The Body Shop’s brand values but they also have high expectations and won’t compromise on

The quality of ingredients and packaging as well as overall retail experience are also key deciders for them in choosing the items that go into their personal care regime, regardless of how much they cost.

Considerations:

• Your designs should include four different products, one from each of the following ranges: Tea Tree (skincare for blemished skin)White Musk (fragrance)Liquid Foundation (make-up) andBody Butter (all over body moisturiser).

• Your solution should demonstrate a holistic connection to the overall Body Shop brand while still allowing the individual personalities of each product to shine through.

• The materials you use will greatly affect the cost of the packaging. In such price conscious times it’s important that packaging costs don’t have a negative impact on a purchase decision. It’s also important to maintain the brand values throughout the project, remembering most importantly that The Body Shop is open to sustainable alternatives to their famous little bottles.

• Your re-design must also include the on-pack graphics for each of the products.

• The Body Shop is renowned for the quality of their products. In redesigning the packaging they would like to begin re-establishing the common connections

packaging of the products and how they appear in store.

• Some of their competitors have developed this style of thinking in very different ways. How can your blank canvas approach to the packaging

process in a uniquely ‘The Body Shop’ way?

Mandatory Requirements:

Use of The Body Shop Logo. A total of four designs, one for each

consideration.

Further Information:

For more in-depth information on The Body Shop values please visitwww.thebodyshop.comwww.dandad.org/studentawards@baby_pencils

Deliverables:

This category will be judged in two rounds with physical work not required until round two. Please see the Formatting Guidelines PDF.

Background:

During her travels, Dame Anita Roddick, the brand founder, was exposed to the body rituals of women from all around

While in Tahiti, Anita noticed how cocoa

Anita Roddick is the founder of the company ‘THE BODY SHOP’.

- She was among the first to introduce fairtrade in third world countries.

- British businesswoman

- Human rights activist and enviromental campaigner

- The Body shop was one of the first to prohibit the use of ingredients on animals

- Anita Roddick was involed in campaigns on social and enviromental issues

- Involved with ‘Greenpeace’

- Involved with ‘The Big Issue’

Research

Research

Research

Packaging is one of the many areas i am interested in, i have experimented with packaging during independant practice, using websites like www.lovelypackage.com, www.graphicexchange.com, www.fffound.com. Also had a look at some Japanese packaging (Bev’s Book) as they like to experiment with packaging nets and are quite fond using patterns, illustrations and intrecate shapes. I tried to adapt that quality in my own work, The Body Shop offers clean, enviroment friendly package to use as our canvas. I plan to develop these designs when we return for the second part of the year and develop some strong concepts that can be sent off to D&AD. I could experiment with lino printing, embossing, 3d software ( Cinema 4D/ Modo). I believe that this would be benificial to me as it shows i am more dynamic as a designer as i am not just sticking to one area of design, im adapting and learning new skills in different areas. Theres a demand to have more skills to in the designers world.