by abduzeedo
Discover how global branding agency How&How partnered with Chester Zoo to create a captivating visual identity that reflects their mission of conservation and education.
Chester Zoo, a renowned conservation charity, has recently undergone a rebranding journey in partnership with global branding agency How&How. This two-year project aimed to reposition the zoo as a place where nature can survive and thrive. The rebranding effort focused on highlighting the zoo's commitment to conservation, education, and creating a nature-positive future.
How&How's brand idea, "Force for Nature," reflects Chester Zoo's proactive approach and positive momentum in conservation efforts. The new visual identity is a testament to this idea, with a custom-designed "C" logo featuring a hidden counter form inspired by a rhinoceros' horn. This design choice pays homage to the zoo's history of supporting critically endangered Eastern Black Rhinos.
The rebranding also includes a custom typeface created in collaboration with Sharp Type. The typeface features cuts and curls that mimic tails, leaves, and claws, adding a unique and playful touch to the zoo's visual identity. Expressive pattern overlays inspired by the migrations and movements of various animals further enhance the brand's connection to nature.
In addition to the visual identity, How&How redesigned the Chester Zoo website. The new website mirrors the content-rich experience of streaming platforms, offering visitors a sense of abundance and choice through endless carousels and immersive video content. The color palette, nicknamed "Forest Mode," deepens the immersive experience, creating a vibrant digital ecosystem for natural discovery.
The collaboration between Chester Zoo and How&How has resulted in a captivating brand identity that effectively communicates the zoo's mission and values. The rebranding has not only strengthened the zoo's image as a visitor destination but also showcased its influence across international conservation and education work.
Learn more about How&How's work with Chester Zoo here: https://how.studio/
