Heal’s is to reveal its new identity next month, launching it at the same time as a sub-brand called Heal’s House, in a bid to broaden its appeal and compete with rivals such as Habitat.
Created by Lippa Pearce, the identity is the first revamp of the furniture retailer’s marque in 20 years. It will be applied to fascia, point-of-sale, bags and packaging, with Lippa Pearce continuing to act as the company’s brand guardian.
The logo will be launched in monochrome, but is to be updated with pattern and colour according to seasonal fashions.
Lippa Pearce has also been tasked with revitalising Heal’s directional signage, giving the store’s main entrance a makeover and developing a tone of voice that speaks to shoppers in a ‘more modern’ way.
The work is the brainchild of Heal’s chief executive Andrea Warden, who was given carte blanche to update the brand on her appointment in August 2004.
According to Warden, the Heal’s brand had become too safe. ‘Heal’s had been offering one look and style [for some time] and fashion in the home had moved on,’ she explains. ‘The new identity and interiors will help shake up that image and build on the brand’s strengths.’
Warden claims that the new logo is ‘confident, practical and of its time’ and will help the store present the brand with greater consistency.
The Heal’s House sub-brand will be an entry-level offering, initially encompassing bedroom, kitchen and upholstery.