Heal’s has been designing, making and selling quality furniture for more than two centuries. Starting out as bed-makers in 1810, Heal’s has been at the heart of the most influential design movements of the past 150 years, from Arts and Crafts in the 1890s to Bauhaus Modernism in the 1930s and the Scandinavian Design wave of the 1950s. Heal’s are as passionate today as they’ve always been about pushing the boundaries of outstanding contemporary design.
The Grid was approached to take part in a three-way creative pitch to rebrand Heal’s, revisiting their heritage and history, furthermore allowing Heal’s to better connect with its customers based on simple, clean and honest craftmaship values. 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.
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. The final chosen identity connects the brand back to its 1930s heritage and craftsmanship, returning to a serif font: Baskerville. Created by British master type-founder and printer, John Baskerville, its crisp edges, high contrast and generous proportions echo the values Heal’s.
The campaign strapline, ‘Something new from Heal’s’ captures a bold copy style whilst nodding once more towards the brand’s continued efforts for change and progression.Previous photography was challenged in order to push Heal’s away from traditional rooms sets and displaying matching furniture together. Instead, bold shots hero uncluttered statement pieces, with scaled-back styling and bold lighting exaggerating the craftsmanship and innovation of each piece. Heal’s is not about the most fashion-forward design, it is more about interesting and longer-lasting design
inspired by its heritage.
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