PURPLE CIRCLE has created a new identity for a group of more than 300 independent healthfood stores.
The 325 member shops of buying group Health Stores (Wholesale) will have a common branded look and and name, trading as The Health Store.
Purple Circle’s identity will be used on stationery, packaging and staff uniforms, while the consultancy will also work on internal and external branding work for the shops.
Account manager Angela Newman says member stores previously had their own identities, but would now become part of a stronger brand. “The values we want to stress for the brand are that the stores are approachable, ethical and professional,” she says.
The leaf motif is intended to reflect the use of natural produce, with its lilac colouring a contrast to the established health food colour of green. The Health Store hopes that the stronger branding will enable it to compete with other major players in the sector such as Holland & Barrett.
Work on the first two or three test stores will take place within the next two months before the project is rolled out nationwide.