A re-brand of Heal’s, a furniture maker, a retailer and symbol of great British design for over two hundred years. Heal’s wanted to revisit their past and look at the logo that was used in 1930s when the business was originally named Heal & Son.
Revisiting their heritage and history allowed Heal’s to better connect with its customers based on simple, clean and honest craftsmanship values.The main strategic and creative direction was to create a brand that connects Heal’s with the rich heritage, innovative design and retail experience, originally pioneered by Sir Ambrose Heal.
To support the new logotype a cleaner more sophisticated visual language was created, stripping away the conversational elements previously associated with Heal’s, allowing the brand to return back to the simple, strong and well-proportioned ‘Heal’s style’.
As part of the photoshoot and all future brand imagery, previous lifestyle shots were challenged in order to push Heal’s away from traditional room sets and displaying matching furniture together. Instead, uncluttered bold statement pieces were created, with scaled-back styling and bold lighting exaggerating the craftsmanship and innovation of each piece. Whether displayed together or individually, the shots aim to create the essence of an exhibition, allowing each piece to stand strong, oozing inspiration and quality.