BATH & BODY

WORKS

X

SANRIO

CONCEPT

WHY?

Over the years, I’ve been a lifelong fan of both Bath & Body Works products and Sanrio’s characters like Hello Kitty and Gudetama. That being said, when trying to brainstorm a collaboration-based project with real brands in mind, these two were my most passionate and realistically applicable ideas to combine.

BENEFITS

While Bath & Body Works itself is still a massive hit, sales have been pretty stagnant if not slightly dropping in recent years likely due to economic issues nationwide. However, products and brands featuring Sanrio characters tend to be instant hits. Bringing these two brands together could create a unique and exciting collaboration. With Bath & Body Works’ wide reach and Sanrio’s beloved characters, the result could be a fun, affordable, and accessible “scentsational” experience that resonates with fans of both brands, blending nostalgia, self-care, and collectibility.

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STYLE DIRECTION

Moodboard & Concept Sketches

AESTHETICALLY

Bath & Body Works’ typically uses repeating patterns with focal photography and illustrations while Sanrio’s more icon and illustrative centric. I wanted to merge the two to achieve a more mature and minimalist look using character iconography and subtle patterns rather than overtly childish illustrations, aiming for a stylistic and trendy look to appeal to a wider audience.

fUNCTIONALLY

Each character is depicted with a positive tagline tied to their interests or scent, both of which, along with their scent names, were based on existing character traits and design motifs. A distinctive color assigned per character helps visually differentiate them and maintain a clean and cohesive look.

DESIGN ELEMENTS

HELLO KITTY

CINNAMOROLL

KUROMI

BADTZ-MARU

GUDETAMA

TUXEDO SAM

KEROPPPI

POCHACCO

MY MELODY

POMPOMPURIN

FINAL DESIGNS

These design concepts and promotional materials were created for Sanrio and Bath & Body Works’ social media platforms, following their collaboration announcement. Featuring beloved characters and emphasizing both brands’ commitment to self-care, the campaign includes ten unique remedies aimed at maintaining relevance and engagement throughout the partnership.