Bath & Body Works - Brand Repositioning Strategy

Outdated brand perception driven by inconsistent packaging, weak cohesion, and dated messaging.

Repositioned Bath & Body Works around clean, affordable quality with the tagline “Fresh, Simple, You.”

….social media moodboards…

…and new product packaging!

Used Qualtrics research to uncover evolving consumer preferences.

Recreated logos…

…content mockups…

Project insights: Outdated brand perception was driven by inconsistent packaging, weak cohesion, and dated messaging.

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