bathe …
home of bath time fun

The style-forward founder had an idea for a full range of naturally-derived bath products, and wanted GEE Global to bring to life her vision to make bath time fun again. Through market research, we took emerging trends, specific consumer purchasing behaviors and core decision drivers combined with industry practices to develop the foundations of a retail concept grounded firmly in reality – laughing in the face of convoluted lifestyles and contrived media messages that mangle what consumers really want – whilst acknowledging the craving for cool, stylish and unique products. The brand was rooted in the concept of ENUF – excess is out and good + minimal are here to stay.

A brand was born and GEE Global named it Bathe …

We nurtured the concept, giving it personality. We clothed the brand in its own personal design style. And we shaped its future by coining a concept called ‘Enufness’ – speaking to an emerging and shifting consumer mindset that says “excess out, minimal in.” That combats choice fatigue and nods to sustainability; and that simply gets back to the basics of being genuine, feeling good and being clean.


— Brand naming
— Brand strategy
— Corporate identity
Product Packaging Design
— Corporate collateral
Content Creation
Social media Management
— Marketing budgets + forecasts
— Marketing + Sales Strategy
— Media relations
— In-store visual displays
— Web site development
— Franchise materials

GEE Global has been involved in virtually every aspect of the business from brand conception to company naming; and from visual identity design to the quirky product descriptions; from product development to art direction and even pricing strategies.

GEE Global worked in concert with Bathe on strategic growth initiatives. In moving the brand from a single stand-alone retail shop to an international franchise venture, GEE Global created a comprehensive series of operations manuals covering every aspect of Bathe, including store operations and merchandising systems; business and cause-related partnerships; digital and media presence; and localization strategies.

(PDF 2.7MB)

GEE Global shaped the brand’s future by coining a concept called ‘Enufness’ – speaking to an emerging and shifting consumer mindset that says “excess out, minimal in.”