Bath & Body Works Redesigns Private Brands

Take a look at this collaboration between New York based design agency Beardwood&Co and the Bath & Body Works internal design team they redesigned their Aromatherapy line as well as their new line of summery citrus fragrance.

Bath & Body Works Signature Citrus Collection was created in collaboration with Beardwood&Co and the Bath & Body Works design team, this line of products pairs fruity scents with bold, flowing graphics to create a collection of fun, summery fragrances.”

Bath & Body Works Aromatherapy The goal was to modernize the line, while retaining strong color coding. The bold, hand-drawn botanical graphics give the products a strong sensorial impression.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.