Objective: To help Bath & Body Works identify itself visually better by designing a mark that supports the brand name. To create an iconic and flexible visual system. To create an image of the brand that is modern and refined but connected to its warm, comforting country roots. 

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Approach: Design a brand system that communicates the brands' ideals and appeals to the emotionality of the consumer through comforting imagery. The brand system will be fully expandable to packaging, digital assets, and relevant company items.