We created a new, refreshed brand identity for Heal’s, the iconic furniture brand most loved for its Tottenham Court Road flagship store. The new brand reinforces Heal’s position as inspirational, design-led and dynamic, whilst being sympathetic to its British heritage and the pioneering spirit it has had since 1810. We began by working closely with Heal’s to understand the business goals, its heritage, and the challenges the business faces in an extremely competitive market, before creating a series of consumer-facing messages that were born out of the positioning statement of “Where Design Lives”. The brand’s DNA was recognised, deciphered and distilled, along with a promise to the customer to inspire and allow them to discover.
As part of the visual identity, we developed a new iconic roundel, a more expressive and engaging tone of voice, a rich interiors-led colour palette and a graceful modern typographic style inspired by Heal’s past.
A recognisable “split” was included as a key graphic to allow flexibility and creativity to a broad range of creative outputs.
Finally, an extensive brand book was developed that allowed us to explore the versatility of the design language and messaging, to set photographic guidelines and rules for the brand in-store and across digital.