Buscopan
Brand Identity, Packaging Design, Artwork, Print Management
Understand First
Mother’s Day can often feel predictable, a flurry of pink packaging, tired clichés, and one-dimensional sentiment. The Body Shop, with its heritage of purpose-led beauty, saw the opportunity for something different. Free The Birds partnered with the brand to help rewrite the rules, crafting a campaign that reflected the reality of mother-child relationships: emotionally rich, sometimes messy, always full of meaning. The goal was to re-engage lapsed customers and connect with new audiences, positioning The Body Shop as the go-to destination for GOOD gifts rooted in truth, not tropes.
Free The Birds wanted to help The Body Shop reclaim Mother’s Day with a campaign that honoured the strength, honesty and complexity of real relationships. Led by the Full Flowers fragrance collection – a line that celebrates every part of the flower, not just the traditionally beautiful – the campaign embraced the fullness of emotion that defines the mother–child bond.
The campaign unfolded in three layers. First, a hero moment for Full Flowers, using the product’s concept as a metaphor for real-life motherhood: vibrant, layered and defiantly imperfect. Second, a focus on “Most Loved” and create-your-own gift options – flexing across global markets to offer something GOOD at every price point. Third, a strong values-led message around recyclable packaging, ethical sourcing, and Community Fair Trade – The Body Shop’s bespoke fair trade programme – reinforcing the business’ long-standing commitments. Assets spanned all owned channels, with in-store activations, e-commerce, CRM, and paid digital, alongside flagship installations in Leeds, Soho and Brighton.
