The Body Shop has selected Landor Associates to undertake a review of its brand identity. The appointment follows a three-way pitch against unnamed rivals held three weeks ago by the environment-friendly retailer.
The move coincides with the retailer’s plans for a new international store format. The new look has been redesigned in-house and trialed in France and Singapore over the past six months. A roll-out programme is now underway (DW 12 May).
The move to use an external identity consultancy, rather than the retail group’s in-house design team, has been instigated by Body Shop head of retail marketing Ronney Helvey in conjunction with the Body Shop global design director Jon Turner. The project forms part of the retailer’s recently announced three-to-five year brand restructure.
“We have been appointed by The Body Shop to work with the brand – looking at reinforcing its core values,” says Landor Associates executive creative director Peter Knapp.
“It will be the latest stage of the Body Shop legacy, to make sure everyone identifies with its approach and its position as a brand,” he adds.
“The Body Shop is looking for greater clarity in communicating who it is and reinforcing its point of difference in today’s market,” says Knapp.
The first visual applications of Landor’s rebranding project are expected to be seen in public next summer.
The Body Shop currently operates in 48 countries worldwide. The retail chain’s portfolio consists of some 1700 shops, formed from a combination of both company-owned stores and franchised units.