BANANA
REPUBLIC

THE CHALLENGE

When you think of Banana Republic, you probably don’t think of personal care. That’s because, after an impressive launch, Banana Republic’s personal care line had been languishing for years, despite overall growth in the personal care market. With over 400 retail outlets, there was a huge opportunity to not only relaunch, but to completely re-imagine what personal care could mean for Banana Republic.

THE ASSIGNMENT

Positioning, naming, identity, product and packaging design for over 60 fine fragrance, bath and body, and home fragrance SKUs.

THE INSIGHT

Banana Republic is a brand associated more with the head than the heart. The personal care line needed to add in sensuality and bring back the sense of discovery that BR was once known for. Like Banana Republic’s successful jewelry line, personal care would need to be positioned as an exclusive, luxurious accent against the brand’s modern classic apparel.

THE SOLUTION

The Discover Collection brought together a diverse group of fragrances under a carefully curated umbrella. Fine fragrance names like Alabaster, Rosewood, and Black Walnut suggested complex scents within the richly simple beauty of precious materials. These essences were captured in exquisite bottles, designed to feel like mementos from an unnamed time—modern, yet still classic. Special care was taken with the secondary packaging, which nestled the jewel-like bottles and allowed the consumer to rediscover the fragrances time and time again.