BUPA Wellness picks Paper White branding

London design group Paper White has been appointed to create the branding for the new BUPA Wellness Centres, following a three-way creative pitch.

The initiative has been established by the private healthcare company to increase awareness of the importance of leading a balanced life. It will be rolled out to 11 centres across the country from September onwards, with the first branch opening in Leeds.

Central to the branding is a spiral device developed by Paper White. The spiral is consistently used through the logo, corporate literature and within each centre, where a 3D version of the spiral is featured.

BUPA head of marketing Tess Shaw says: “The BUPA Wellness strategy is to be the leading European provider of high quality, added value corporate and preventative health care solutions.”