We were engaged to reinvent Burt’s Bees retail format with an approachable premium position ahead of the brands expansion in Asia, commencing in Hong Kong.
Burt’s Bees is a natural skincare brand founded by Burt Shavitz and Roxanne Quimby in Maine in the 1980’s. Truly a sustainable brand, Burt’s Bee’s philosophy is that everything should be for the Greater Good - good for you; good for us, good for all. Thus, the new design is driven by these principles, celebrating the heritage of Burt’s world; a simple, frugal world that was at one with nature, whilst updating the brand to compete competently in the 21st century in the ever-crowded platform of natural skincare.
The back wall is made up of a large image of Burt in nature with his bees, the space where he was most at ease. This also houses the Classic Collection: a collection of products from the original range that had stood the test of time and remain as popular today as they were in the 80s.
Natural materials capture the essence of Burt’s Bees walls are made from 100% recycled shingles reminiscent of Burt’s shack in Maine; shelves are made from recycled timber and curava (recycled glass); the floor and ceiling are made from Bole flooring (a system of naturally curved hardwood that follows a tree’s natural growth, thus creating less wastage).
Lighting is also an important design feature - golden to recreate the magic of being inside a beehive. The inviting warmth of the lighting encourages customers to dwell longer instore, discovering Burt’s Bees range.
The dramatic honey wall is made of replicated honey jars, each housing a different natural ingredient used by Burt’s Bees today. Store layout was a crucial design element. The shopfront is completely open and in store the atmosphere is warm, inviting and friendly to align with the brand personality, defined as passionate and cheerful.
In tandem with the interiors, we have redesigned the graphics and communication: signage, ticketing and information graphics often embossed with a playful, iconic bee.
Photography by Ross Honeysett. For more information please visit: www.landiniassociates.com