Branding & Identity
Bath and Body Works
Led a self-directed rebrand for Bath & Body Works, spanning product photography, packaging design, campaign visuals, and website mockups.
Year :
2023
Industry :
Advertising
Client :
Bath and Body Works
Project Duration :
2 weeks
Problem :
Established personal care brands often face the challenge of feeling too familiar — their visual identity, once fresh, gradually blends into the broader beauty and wellness landscape, making it harder to stand out on shelf or capture attention online. Bath & Body Works, despite strong brand recognition, presented an opportunity to explore a bolder, more distinctive visual direction.
The rebrand needed to retain the warmth and approachability the brand is known for, while introducing a sharper, more contemporary point of view — one that could compete for attention in a crowded retail and digital space without losing the brand's core identity.
Solution :
To address this, a complete rebranding concept was developed end-to-end, spanning original product photography, retouched imagery, packaging design, campaign posters, landing page mockups, and copywriting. The visual direction leaned into a catchy, quirky and bold aesthetic — reimagining how the brand could look and feel across every touchpoint, from shelf packaging to digital advertising.
Every deliverable was designed to work cohesively as one system, ensuring the photography, messaging, packaging and digital assets all reinforced the same refreshed brand personality, whether encountered in print, online or in-store.
Challenge :
The biggest challenge was striking a balance between personal creative expression and brand consistency — pushing a bold new direction without losing what makes Bath & Body Works instantly recognisable to its existing customer base. Reworking such a well-known identity meant every decision, from color palette to tone of voice, had to feel intentional rather than arbitrary.
Executing the project solo — covering photography, packaging, copywriting, and digital design — within a college capstone timeline also required careful prioritisation, ensuring quality wasn't compromised across such a wide scope of deliverables.
Summary :
The Bath & Body Works rebranding concept successfully reimagined a familiar brand through a bold, cohesive visual system spanning photography, packaging, advertising and digital design. By combining a quirky, confident aesthetic with consistent brand messaging, the project demonstrated how an established identity can be refreshed without losing its recognisability.
Presented at the college's final showcase, this project reflects how strategic, concept-driven design thinking can be applied to reposition even a well-known brand for renewed relevance and impact.
More Projects
Branding & Identity
Bath and Body Works
Led a self-directed rebrand for Bath & Body Works, spanning product photography, packaging design, campaign visuals, and website mockups.
Year :
2023
Industry :
Advertising
Client :
Bath and Body Works
Project Duration :
2 weeks
Problem :
Established personal care brands often face the challenge of feeling too familiar — their visual identity, once fresh, gradually blends into the broader beauty and wellness landscape, making it harder to stand out on shelf or capture attention online. Bath & Body Works, despite strong brand recognition, presented an opportunity to explore a bolder, more distinctive visual direction.
The rebrand needed to retain the warmth and approachability the brand is known for, while introducing a sharper, more contemporary point of view — one that could compete for attention in a crowded retail and digital space without losing the brand's core identity.
Solution :
To address this, a complete rebranding concept was developed end-to-end, spanning original product photography, retouched imagery, packaging design, campaign posters, landing page mockups, and copywriting. The visual direction leaned into a catchy, quirky and bold aesthetic — reimagining how the brand could look and feel across every touchpoint, from shelf packaging to digital advertising.
Every deliverable was designed to work cohesively as one system, ensuring the photography, messaging, packaging and digital assets all reinforced the same refreshed brand personality, whether encountered in print, online or in-store.
Challenge :
The biggest challenge was striking a balance between personal creative expression and brand consistency — pushing a bold new direction without losing what makes Bath & Body Works instantly recognisable to its existing customer base. Reworking such a well-known identity meant every decision, from color palette to tone of voice, had to feel intentional rather than arbitrary.
Executing the project solo — covering photography, packaging, copywriting, and digital design — within a college capstone timeline also required careful prioritisation, ensuring quality wasn't compromised across such a wide scope of deliverables.
Summary :
The Bath & Body Works rebranding concept successfully reimagined a familiar brand through a bold, cohesive visual system spanning photography, packaging, advertising and digital design. By combining a quirky, confident aesthetic with consistent brand messaging, the project demonstrated how an established identity can be refreshed without losing its recognisability.
Presented at the college's final showcase, this project reflects how strategic, concept-driven design thinking can be applied to reposition even a well-known brand for renewed relevance and impact.
More Projects
Branding & Identity
Bath and Body Works
Led a self-directed rebrand for Bath & Body Works, spanning product photography, packaging design, campaign visuals, and website mockups.
Year :
2023
Industry :
Advertising
Client :
Bath and Body Works
Project Duration :
2 weeks
Problem :
Established personal care brands often face the challenge of feeling too familiar — their visual identity, once fresh, gradually blends into the broader beauty and wellness landscape, making it harder to stand out on shelf or capture attention online. Bath & Body Works, despite strong brand recognition, presented an opportunity to explore a bolder, more distinctive visual direction.
The rebrand needed to retain the warmth and approachability the brand is known for, while introducing a sharper, more contemporary point of view — one that could compete for attention in a crowded retail and digital space without losing the brand's core identity.
Solution :
To address this, a complete rebranding concept was developed end-to-end, spanning original product photography, retouched imagery, packaging design, campaign posters, landing page mockups, and copywriting. The visual direction leaned into a catchy, quirky and bold aesthetic — reimagining how the brand could look and feel across every touchpoint, from shelf packaging to digital advertising.
Every deliverable was designed to work cohesively as one system, ensuring the photography, messaging, packaging and digital assets all reinforced the same refreshed brand personality, whether encountered in print, online or in-store.
Challenge :
The biggest challenge was striking a balance between personal creative expression and brand consistency — pushing a bold new direction without losing what makes Bath & Body Works instantly recognisable to its existing customer base. Reworking such a well-known identity meant every decision, from color palette to tone of voice, had to feel intentional rather than arbitrary.
Executing the project solo — covering photography, packaging, copywriting, and digital design — within a college capstone timeline also required careful prioritisation, ensuring quality wasn't compromised across such a wide scope of deliverables.
Summary :
The Bath & Body Works rebranding concept successfully reimagined a familiar brand through a bold, cohesive visual system spanning photography, packaging, advertising and digital design. By combining a quirky, confident aesthetic with consistent brand messaging, the project demonstrated how an established identity can be refreshed without losing its recognisability.
Presented at the college's final showcase, this project reflects how strategic, concept-driven design thinking can be applied to reposition even a well-known brand for renewed relevance and impact.