Bath & Body Works Identity

The Modern Apothecary of Beauty and Well-Being

Bath & Body works had a product strategy as the cosmetic, skincare and spa industries were rapidly growing to carry high-end and indie beauty brands. They needed a look and feel for marketing this suite of flagship stores with a curated offering.

We took a holistic view of the customer showing how she looks, how she feels and how she lives. She is someone who shops high and low and would spend more on a luxury bag, designer denim or coffee and less on a t-shirt or anti-bacterial soap. She has a strong desire to simplify her life but wants to look good and feel better in the most natural, non-chemical way possible.

We created a brand book to distinguish how to position this new assortment and publish for use across the company. We also designed an interactive room with digital displays for the executive leadership team to experience the overall concept direction.