Image Credit : Photography by Ross Honeysett
Project Overview
Landini Associates were engaged to reinvent Burt’s Bee’s retail format with an approachable premium position ahead of the brand’s expansion in Asia, commencing in Hong Kong.
Project Commissioner
Project Creator
Team
Landini Associates
Project Brief
Landini Associates were engaged to reinvent Burt’s Bee’s retail format with an approachable premium position ahead of the brand’s expansion in Asia, commencing in Hong Kong.
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.
In tandem with the interiors, Landini has redesigned the graphics and communication: signage, ticketing and information graphics often embossed with a playful, iconic bee.
The concept was developed in 2 formats: a shop and 2 store within store kiosks. This is a big step for Burt’s Bees into the highly competitive Asian skincare market. It will now role out throughout Asia, South America and Europe.
Project Innovation/Need
The design is driven by the brand principles that everything should be for the Greater Good; celebrating the heritage of Burt’s natural, frugal world, whilst updating the brand to compete competently in today’s crowded skincare market.
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. Customers are encouraged to test and discover at the beauty worktable, placed at the heart of the store for personal consultations, or to play with the colours on the lip care table.
Two walls are product free, a brave step for the client. Highlighting the brand’s history, the entire back wall features a large image of Burt in nature with his bees, the space where he was most at ease. This also houses the Classic Collection - products from the original range that have stood the test of time and remain as popular today as they were in the 80s.
A second wall is given over to the dramatic “honey wall”. Talking to their efficacy, these replicated honey jars house different natural ingredients used in the products today.
Lighting was also very important –golden to recreate the magic of being inside a beehive. The inviting warmth of the lighting encourages customers to dwell longer instore, discovering the range. The shelves are underlit to highlight the product and the back lighting of the “honey jars” using LEDs adds to the overall ambiance.
Design Challenge
A key challenge was how to make a brand known primarily for lip salve and hand cream stand out in the highly competitive skincare market, to build efficacy, trust and ultimately change customer's perceptions as a brand only selling disposable product.
Cosmetics are largely an emotional purchase and the market is very saturated, thus storytelling is very important. The design strategy for the Burt’s concept showcases the unique brand qualities: naturalness; efficacy; sustainability and history. The new design intertwines these elements throughout the store, giving a complete story.
Sustainability
Truly a sustainable brand, Burt’s Bee’s philosophy is that everything should be for the Greater Good –for you; for us: for all. The new design is driven by these principles.
Informed by the brand story, the new store uses natural, sustainable materials that are faithful to the brand’s principles. Walls are made from 100% recycled shingles reminiscent of Burt’s shack in Maine, where it all began; shelves are made from recycled timber and curava (recycled glass); the floor and ceiling are made from Bole (a system of naturally curved hardwood that follows a tree’s natural growth, thus creating less wastage).
Interior Design - Retail - Shopping & Food
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
More Details