The Body Shop

Reinvigorating a high-street favourite

The background

Once one of the UK's most successful brands, The Body Shop's fortunes waned after the mid 1990s. While its ethical roots became blurred by growth, many new, similar 'ethical' brands were eroding its market share.

The challenge

We were asked to help redefine the brand's values, and completely revitalise its look and feel.

The work

We worked on the entire rebrand, from the new identity, brand guidelines, interiors and signage to consumer and corporate marketing, direct mail, POS and training manuals. We also redesigned the 'Love Your Body' loyalty scheme, and worked on a new internal comms campaign.

The results

Our work helped The Body Shop reclaim a distinctive place in the market. 2.1 million of the new loyalty cards sold in the first year: a huge number of brand advocates and a long-term boost to average transaction values.

"I'd have no hesitation in recommending Rare Breed to any organisation that wants to invest in creating or developing its brand to the highest possible standard."

Franco Bonadio, Creative Director