Branding therapy given to medicinal start-up Sen

Wolff Olins has created the brand identity and packaging for Sen, a retail start-up that launches in London later this month selling traditional Chinese medicine.

Sen opens its first store – designed by Path – in London’s South Molton Street in the week of 25 November. Further outlets are planned for the capital, with a national and global roll-out in 2003. The retailer also intends to sell branded products

through other retail and pharmacy chains.

Sen will offer healthcare therapies that range from cures to supplementary regimes designed to prevent the onset of illness.

Wolff Olins was appointed 18 months ago – following a six-way creative pitch between three Hong Kong-based and three international groups – to design a brand with a global feel that retained the concept’s authentic roots.

According to Wolff Olins creative director Keshen Teo, the identity strikes a balance between oriental tradition and 21st century modernity. ‘[The word] Sen comes from the Chinese [word] for forest, and is a Chinese character of geometric balance and iconic elegance,’ he says.

Path was appointed to design interiors in March after a three-way pitch. Natural materials are used throughout, with dark timber furnishings against an off-white, neutral backdrop.

Sen managing director Bill Westwater says, ‘We wanted to create a trustworthy environment capable of drawing in people who may not yet be convinced about traditional Chinese medicine.’

Path will work on future stores and Sen concessions in other retail outlets, he adds.