The Body Shop: Shea Campaign
Brand Strategy, Campaign, Out of Home, Social Media, Copywriting, Visual Merchandising, Brand World, Artwork
Understand First
For the festive season, The Body Shop wanted to bring warmth, comfort and connection to life through limited-edition fragrance collections. Knowing that scent has the power to evoke powerful emotional memories – particularly around Christmas – they sought to build ranges that would resonate deeply with younger consumers, especially Gen Z.
With Sugarplum Passion, Cranberry Crush and Caramel Cuddle, the goal was to create three distinct, gourmand-led scent profiles that would channel nostalgic rituals – from cosy evenings by the fire to baking with loved ones. These fragrances needed to stand out on shelf, reflect seasonal sentiment, and align with Gen Z’s visual language, all while feeling unmistakably The Body Shop.
Free The Birds was asked to craft the packaging design for these collections – delivering joy and contemporary appeal through every design detail. Our team crafted illustrations which evoke memories and rekindle emotional connections linked to the festive season.
We took a trend-led approach rooted in Gen Z aesthetics, balancing expressive colourways and retro flourishes with a touch of digital charm. Each SKU features a central ‘ingredient bauble’ – a structural and visual device that ties the collection together while communicating the product’s scent and emotional effect.
For Caramel Cuddle, we embraced burnt browns and golden yellows to cue warmth, indulgence and festive sweetness. For Sugarplum Passion, we carried through the same packaging system, ensuring design consistency across the collection while giving each scent its own seasonal personality. And for Cranberry Crush, bold reds and pops of pink were layered in to reflect the zingy Christmas classic – a nod to festive feasting.
Playful illustrations and joyful descriptors brought each scent story to life – a celebration of quiet delights, sweet nostalgia, and fragrances that feel like home.
