Holland & Barrett:
rebrand and store comms

Skills:
Brand positioning
Brand story
Brand identity
Tone of voice creation
In-store comms framework
POS copywriting
Brand guidelines

Holland & Barrett were a bit of a well-kept secret within their circle of loyal customers. Seen as a bit ‘alternative’, they wanted to broaden their appeal and become more democratic and inclusive to a wider audience. I worked with a team to refresh the brand identity to achieve this ambition. For my part, this included all aspects of the verbal identity including the brand positioning ‘wellness for all’, tone of voice creation and assets including a ‘perfectly imperfect’ roundel (to reflect the imperfections in us all), and the wording in a brand stamp to communicate expertise. I also rationalised and reset their in-store comms framework and wrote copy for all elements in a new store concept. Finally, I made the recommendation to change the name of their renowned Penny Sale to The Famous Penny Sale, to really own the proposition.

This project was a pitch winner, completed while at Whippet.