Close
Close
Bodycare
Live @ Bodycare
Services
- Brand Strategy
- Retail Experience
- Visual Identity
Scroll
The Context
Founded in 1970, Bodycare served communities across the Midlands and North with value beauty for over 50 years. After falling into administration in 2025, it was acquired by new owners.
We were tasked with rebuilding the brand from the ground up, and giving a new generation of TikTok shoppers a reason to walk through the door.
We were tasked with rebuilding the brand from the ground up, and giving a new generation of TikTok shoppers a reason to walk through the door.
The Opportunity
We started by defining what Bodycare stands for, which is a belief in community, a desire to serve the underserved, and quality beauty for everyone at honest value.
Next came the task of reimagining the retail experience.
As shopping moves online, physical stores need a clear reason to exist. So we created "social first retail", an in-store experience that mirrors the discovery and engagement of social platforms, combined with the community and personal touch only a physical store can offer.
Next came the task of reimagining the retail experience.
As shopping moves online, physical stores need a clear reason to exist. So we created "social first retail", an in-store experience that mirrors the discovery and engagement of social platforms, combined with the community and personal touch only a physical store can offer.
This new retail concept needed visual brand world to match, starting with a new logo.
Developed by Fold7Design, the rebrand celebrates the diversity of Bodycare's customers, and beauty in many forms rather than a single ideal. A flexible system uses symbols in all shapes and sizes, ranging from abstract forms to familiar social icons like hearts and speech bubbles.
The bright colour palette breaks from clinical category conventions, and our 'big sister energy' tone of voice, runs through crafted copy on every one of the brand's touchpoints.
Store design blends retail with content creation. Live broadcast spaces where customers and creators can film and share in real time, provides a platform for each store’s own local community to connect through on and off line activity.
Store layouts are designed like a live social feed, with new discoveries around every corner and merchandising shaped by local customers.
Behind the scenes, AI-powered technology tracks behaviour, trends and stock in real time, so stores adapt as they go.
“Fold7 has been instrumental in bringing our vision to life, creating a brand and store experience that reflects how a new generation discovers, engages with and shops for beauty.”
00%