Building a social-first retail experience for a British icon
A pioneering rebrand and retail concept for when the high street and social media works together, providing consumers with a reason to discover, engage and belong in a physical space.
The Bodycare brand was entering a new era after coming out of administration. Going beyond defining a new look, this was the realisation for what a value beauty retailer in 2026 could be, where physical high street retail works with cutting edge technology and social media rather than against it.
An AI-powered retail technology is central to the store roll out providing real time analyses of customer behaviour, product trends, pricing, stock levels and creator performance, allowing Bodycare to adjust decisions across merchandising, supply chain and operations in real time.
We began with a re-defining of what bodycare actually stood for: delivering quality beauty products for everyone with honest value and the deep belief that beauty comes in many forms, not one single ideal to sell against.
This belief translated into a flexible system of symbols, of all shapes and sizes, that adapt across touchpoints – from abstract forms to more literal iconography and social-inspired symbolism and emojis.
A new serif wordmark was created for the brand to elevate the atmosphere up and away from budget category visual cues. Whilst a similarly convention-defying fresh, bright colour palette was introduced symbolic of health, optimism and energy.
The motion identity channels the “social swipe”, while product and store navigation signage extend the idea of discovery, written to invite exploration as if scrolling a feed, rather than simply direct traffic.
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Each branch blends retail with content creation with a Bodycare Studio in every store - live broadcast spaces where customers and creators film and share in real time, providing a platform for each store’s own local community to connect through on and off line activity.
A local flavour per store was extended to merchandising: a customisable design system giving each branch a canvas to represent what its customers actually want, rather than organising purely by price or category. Customisable staff badges let staff signal which products or subjects they're most knowledgeable and passionate about.
“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.”
— Charles Denton, CEO at Bodycare
