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Bath & Body Works Aromatherapy

How do you visualize
well-being?

The Challenge

The Aromatherapy team at Bath & Body Works asked us to refresh this best-selling line of products and keep it continually updated and relevant.

Our Solution

We re-envisioned the entire brand, from structures and graphics to brand voice, to appeal to a younger target audience. By highlighting benefits and creating brighter, bolder packaging, the line stands out in an intense retail environment. The ongoing growth of the Aromatherapy line has proved how continuous innovation around a strong core concept can keep consumers coming back season after season.

Core Line

We began by redesigning their core product line to highlight the top therapeutic benefits that drive interest - Sleep, Stress Relief, Energy and Sensual. Custom botanical illustrations and bold colors create a strong shelf set and help the customer find the benefit that’s right for her.

Structure

We designed a proprietary bottle shape, inspired by a classic apothecary. In addition to designing a custom bottle shape for core items, we filled out the line with stock packaging structures to give the products a distinctive modern apothecary feel. Special finishes and treatments were applied to keep the line cohesive and fresh.

Seasonal

Our Limited edition designs keep the Aromatherapy brand fresh and on-trend and keep consumers checking in regularly to see what’s new. Each season, we designed capsules, such as Optimism, or giftable versions of the most popular benefit areas. Hand-drawn illustrations and special printing effects connect the brand to the latest fashion and décor trends.

Holiday

This Holiday packaging was designed for gift-giving and has been recognized with a design award from Graphic Design USA Magazine.

“Beardwood&Co. know the Aromatherapy brand inside-out and have consistently been able to stretch it to new places to keep fresh and relevant. They are a great partner for our team and fun to work with too.”

David Lyon

Vice President Brand Design, Bath & Body Works