The Ask.
To create a rebrand of an existing or previously existing brand
The Process.
Setting the Scene
“Imagine that you’re in NYC working for a large branding agency. Your boss walks in one day and tells you that you, along with 1-2 team members, have been selected to develop a rebranding strategy for a client’s brand that has just declared bankruptcy and is in desperate need of a new look and a new way to engage with their customer.”
Going off of this, my team decided to create a rebranding strategy for Bath and Body Works.
Why Bath and Body Works?
When my team was trying to come up with brands that could use a rebrand, we kept thinking back to what used to be popular while we were in middle school, and Bath and Body Works instantly came to mind. For people our age, Bath and Body Works has just become this nostalgic place that we used to be obsessed with when we were younger, and the only time we might go now is when we get a coupon for a free lotion. Looking through their website made us realize that there is so much potential here, and all Bath and Body Works has to do is modernize a little bit and expand their reach.
Who is the Brand?
First, we had to dive into who Bath and Body Works is right now. We can only implement change if we first understand what we are working with so that we can identify what to fix. This required reading through Bath and Body Works annual reports and looking through every inch of their website. Factors we had to consider included: industry overview, brand narrative, brand archetype, brand promise, key brand assets, key brand touch points, and key product offerings. The brand is focused on being a body care brand and sells many scented and fragrant products. The most important product offerings are their collections of scented shower gels, lotions, perfumes and candles. In addition, their brand promise is to take care of their customers, and overall the tone they use in their wording is comfortable and inclusive. Comfortable can also lead its way to the word traditional, and Bath and Body Works can be described as that because from the white and blue gingham to the innovation in their products, much has not changed.
Who is the customer?
One of the key reasons my team decided to rebrand Bath and Body Works was because we believe that only catering towards their existing target market is causing the brand to push away a hugely profitable group: Gen Z. Although we had an idea of who the current target customer is for Bath and Body Works, we still had to get our facts straight and here is what we discovered about their current target customer:
Women, 38-60 years old, middle class, and living in the suburbs with their family
Facebook/Minivan/Soccer Mom
Values Consistency, Southern Comfort/Hospitality, and Self-Care
Price Sensitive
Brand Persona
If you want to get even more specific about Bath and Body Works current target customer….
Carol wakes up at 6am every morning, puts on her LuLuLemon jacket and leggings, and Nike shoes to go on her hour-long morning walk around the neighborhood. First, she drinks a cup of hot coffee with carrot cake creamer before she heads out the door. Carol lives in Savannah, Georgia in a farmhouse style home. After she’s back from her walk, Carol makes a big breakfast for her kids and husband. She goes upstairs to hop in the shower and get ready for the day. After doing her extensive anti aging skincare routine, Carol puts on her Lily Pulitzer dress and grabs her Michael Kors bag, and hops in her Chevy Suburban to head to her local mall for a shopping day.
BATH AND BODY WORKS REPOSITIONED
What is the new brand strategy?
After considering the research we did for the brand overview and the existing target customer, my team wanted to design a more modern and minimalistic approach in order to attract more of the Gen Z market.
Change the look: No more gingham, but instead modern blue with gold accents
New Slogan : “More than just a fragrance”
Position the brand’s focus on self expression and individuality
Brand Archetypes: the Lover and Jester
Emphasis on “Clean” : Incorporating skincare elements intro products and promotion sustainable and environmentally friendly packaging
Revamp social media by making it more engaging with the brand’s followers and bring in influencer marketing across TikTok and Instagram
