Presentation exercise 02 - Research

In order to recognise my individual ethics within graphic design, I identified a specific piece of design to discuss which the relevance of it within my development in practice within other briefs as well as this one, acknowledging design and the message it can convey in its outcome.  

I became aware of this graphic design campaign through being exposed to it with everyday campaigning within the city of Leeds. As well as this I am often looking at campaigns relating to ethical standards, specifically regarding health and animal welfare.

There is the opportunity within the design to create awareness of issues within campaigning.  The body shop as a company have come under a lot of scrutiny within their brand and their association with L'oreal (a brand which has been known to animal test) 

It's obvious that their image is important in combatting this perception of them with this negative association they have been painted as. In considering this there is the recognition of whether their branding has honesty in what they present and what others present, specifically within this example of graphic design. 

Despite the good intentions and positive message that it spreads, there is a question of ethics and the connection with the company, although they've not explicitly said as a that they are still associated with L'oreal it can only be assumed that they still are and are trying to create a more 'eco-friendly' image with the slogan "Enrich not exploit" (it's in our hands)

With the chosen tagline, the viewer is invited to be active in their approach, this is helped by the imagery of hands and the connection with nature, resonating with the viewer in the power of creating 'change'.

It's apparently obvious that the body shop wanted to be bold with this campaign in their actions and visuals with the desire to evoke 'change' being another one of their taglines across their products, loud and proud on the packaging and within their stores. 

They have also stated that they would eventually like the body shop to be completely paperless within their transactions, this would potentially be a very active role in gaining legitimacy and trust with the consumer of a conscience company.

The bold packaging covering the product is a powerful title with simply 'change' and also ensures that there will be action along with this and not just a style choice, this along with the stated impact of the products profits within their online presence. 

Ben Eine 

"The street artist with a cause" 

"Our cruelty-free Hemp Hand Protector, one of our best-selling hand creams, has received a bold NEW limited edition packaging re-design by one of the world’s most renowned street artists – EINE. Using EINE’s famous typography, our Hemp Hand Protector communicates the positive and powerful message of CHANGE."

“It makes me really proud to be able to use my art to spread positive messages around the world. When I can, I enjoy working with local people to involve everyone in the community in changing their environment.”

— EINE