A ‘well-kept secret’ by its own admission, Holland & Barrett wanted to step out of the shadows and bring wellness to a much wider audience. Our challenge was to create a completely new brand identity that could broaden its appeal and make wellness feel more inclusive and accessible.
Starting with what already worked
Rather than reinventing the brand for the sake of it, we focused on identifying its strongest existing qualities. By understanding what made the brand valuable and recognisable, we could define the strategic pillars that should guide its next chapter.
Connecting strategy to experience
The identity and customer experience needed to tell the same story. We looked at how the brand’s strategic strengths could translate into a clear visual and verbal language, creating stronger connections between what the brand stands for and how customers experience it.
Clearing the clutter
We looked at the role communications played throughout the store, identifying where complexity could be reduced and information made clearer. The aim was simple: create a more considered communication hierarchy that would make stores easier to understand, navigate and shop.
Turning strengths into strategy
We started with the brand’s core strengths and translated them into clear strategic pillars, creating a stronger foundation for how the brand should look, sound and communicate.
Building one connected identity
We brought those pillars to life through a complete visual and verbal identity kit, giving the brand a consistent set of tools to work across different communications and customer touchpoints.
Making stores easier to shop
We rationalised and reset the communications framework, simplifying how information was organised and presented in store. The result was a clearer, more intuitive environment that made it easier for customers to navigate and shop.
The refreshed brand identity came to life in the all-new Chelmsford store to resounding customer feedback, before rolling out nationwide.
Holland & Barrett
Bringing wellness to everyone
Lara Purcell
Marketing Director
“With their consistently strong strategic and creative solutions, instinctive knowledge and close collaboration, Whippet have helped transform us into a modern, accessible wellness provider. We’re delighted!"