Based between the United States and Lebanon, the brand was launched in 2005 following several years of research and product development. Today, the brand offers more than 370 items and will reach 850 items in 2013. Body & Soul was nominated for ‘Best New Store Design’ and ‘Best New Retail Brand’ at the Middle East Retail Awards in 2006.
Focusing on the “Feel Good” brand essence, the design strategy was inspired from the two aspects present in the brand name “Body and Soul”, creating a duality of the tangible physical aspect and the emotional essence of the brand experience. The overall look and feel is simple and conveys confidence, portraying the post-modern woman. The logotype is curvy, sharp and simple with a unique typography style, inspired from feminine curves. Through the watercolor illustrative styles that reflect the essence and soul of the product on the packaging, the concept comes to life as a natural and modern authentic brand.