Naturally You
Boody Eco-Wear
Naturally You.
A seasonal campaign that earned its own visual register. Inside the four-year Boody partnership, we built it end-to-end: concept, palette, casting, photography, rollout.
Part of Boody. A register of its own.
Naturally You was the seasonal anchor for the basics collection. It had to sit recognizably inside the Boody system, and still feel like a specific moment.
Every piece on the page — the casting, the backdrops, the botanical elements, the typography — was produced for this campaign. Outside the season it would retire. Inside it, it ran across every surface Boody shipped.
The work below is the specimen: the system first, then the photography, then the rollout.
Natural. Real. You.
Campaign premise, 2018
The softest reading of "natural."
We wrote the premise to reject the standard "natural" cliches: no forest shoots, no linen tents, no hand-thrown pottery. Natural, here, meant the cast present as themselves, the garments worn instead of styled, and the botanical imagery painted instead of photographed. The palette came from the illustrations, not from the clothes.
Specimen · Naturally You
A palette. A cast. A kit of painted elements.
Four families of work sat under the name. Below: the colors, the casting range, the painted element library, and the headline typography.
Palette · 6 swatches
Canvas
#EFE2D0
Ground
Olive
#B7BE7F
Foliage
Terracotta
#E07A3B
Sun
Coral
#F0A199
Skin tone accent
Aubergine
#6B3A5A
Floral
Ink
#1B1C1A
Type
Casting direction
Two to four-person groups. Real skin, real hair. No stylists in frame. Cast present as themselves, not as models.
Two to four-person groups. Real skin, real hair. No stylists in frame. Cast present as themselves, not as models.
Group · full
Cast · featured
Cast · close
Cast · pairs
Decorative elements
A painted element kit: botanicals, a sun shape, a single hand-drawn outline. All produced in watercolor and gouache, scanned, assembled.
Botanical · 01
Compositing · wide
Typography
Aa
Cormorant Garamond
Serif headlines in a light weight. Warm, soft, low-contrast. Body copy ran in the Boody system sans so the campaign nested inside the parent voice.
Shoot · Naturally You
One cast. One backdrop. A season worth of frames.
400+
Frames captured
Art direction + photography · Workhorse Studio
Rollout · Every surface
Across the house.
The system ran across social, landing page, email, paid creative, and the influencer program. Same palette, same cast, same botanical kit, every surface.
300K+
Earned impressions
Rollout — 4 surfaces
01 · Social
Feed · launch day
02 · Landing
Dedicated landing
03 · Email
Collection drop
04 · Influencer
Tier 01 · macro
One chapter of four years
This was one moment inside the Boody partnership.
Naturally You was one season. The always-on engine that carried Boody across four years (strategy, content, social, email, influencer) lives in the parent case study.
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