The Body Shop
Brand Evolution & Creative Direction
I worked at The Body Shop for many years but my final project was with the new General Manager and the team to evolve and modernise the brand’s purpose, mission, and values—originally defined by founder Anita Roddick in the 1980s—to resonate with today’s global consumer. This work unified heritage-driven activism with contemporary cultural relevance and beauty expectations.
I led the creative strategy across all brand touchpoints, including product design, visual identity, retail experience, digital platforms, and content. This case study demonstrates how I guided the creative vision to ensure consistency, authenticity, and long-term brand resonance across every channel.
Results
Supported the creation and implementation of the brand strategy
Developed a new creative direction and executed campaigns for all creative communications and brand identity across various channels
Conceptualised and implemented the “Store of the Future” concept
Full packaging overhaul and redesign for all SKUs
Established an in-house content factory to consistently deliver exceptional social content
Delivered their first global, multi shop front website
Set up and implemented their first content creation and digital design team