In early 2007 KMI decided that we needed to look at the design of the Ted Baker Bodywear - a range of premium / indulgent bathing self-select toiletries sold exclusively at Boots stores. Launched in 2005, the range has been incredibly successful in a tough market segment and we were conscious that we shouldn't 'rest on our laurels'. There were plans to increase the number of fragrances to two each for the men and women's ranges and we need to look at how the design could be extended to signpost this change to the customer.
We approached Bulletproof - a leading design agency who have worked with large FMCG brands such as Coca-Cola, Cadbury Schweppes and Kenco - and briefed them to brainstorm how the Bodywear brand could be moved forward. From several very interesting concepts presented, we decided to go with an evolutionary one which developed the original design's fashion-related background pattern and took it to a whole new level.
The concepts were approved (and loved) by Ted Baker and Boots so Bulletproof then designed up to 20 individual icons for each fragrance and these were worked into a cohesive and entertaining patterns. A fragment of each one can be seen below (click to see a slightly bigger version):
KMI's design team then took over, taking the patterns and designing and producing artwork for around 30 individual products. These incorporated an update of the Bodywear logotype, aligning it to the Ted Baker London logo to help increase the brand's visibility. We ensured the final artworks were proof read, fit for repro and were despatched to the relevant printers on-time. KMI also designed a custom tooled bottle for the revamped range, worked closely with the masterbatch suppliers to ensure colours were as consistent as possible across the different substrates used in the packaging as well as attending print passes throughout the UK and in Italy.
The impressive final results can be seen below and, of course, in Boots stores nationwide.
