Chester Zoo

“Move on business-as-usual, this is a place of progress. Where nature surrounds you, inspires you and changes you for good.”  

With reports of the global wildlife population declining 69% in the last 50 years, it's no secret that biodiversity protection and ecosystem regeneration are imperative to a nature-positive future. On the frontline of change is Chester Zoo. A Zoo that strips away any negative connotations of the word, by funnelling all their funds back into global conservation, breeding programs and research. A fact not many knew, and was time to share with the world.

The Was

Chester Zoo is much more than a day out: it’s where people get closer to nature; where experts and innovators connect and inspire; and where passion for the natural world and the experiences created within the grounds spark a wave of action around the globe.  

At the cutting-edge of conservation, Chester Zoo needed a new brand to champion their nature-positive efforts. So we got to work repositioning their look and feel with equal weight on the experience within the Zoo gates, as their greater purpose to serve nature as a whole. Enter adventure…

The How

Our brand idea— ‘Force for Nature’—speaks to Chester Zoo’s bias for action and positive momentum. The new logo is a custom ‘C’ with a hidden counter form inspired by a rhinoceros’ horn, referencing the Zoo’s history of supporting critically endangered Eastern Black Rhinos that dates back to 1999 and helped to breed a rare calf. Alongside this, we created a custom typeface with Sharp Type: a twist on a Grotesk with cuts and curls to mimic tails, leaves and claws.

We used expressive pattern overlays inspired by the migrations and movements of mammals, birds, fish, reptiles and fauna; paired with vibrant colors and imagery that puts viewers at the heart of the action. The new brand is crafted to flex for usage, from industry-leading presentations and material, to Zoo signage and socials. 

The verbal identity was created to get people to connect, care and act, with messaging always linking what’s going on in the Zoo with what’s happening in the field.

This two-year collaboration also saw us re-design the entire Chester Zoo Website—a mammoth undertaking. The design intentionally mirrors the content-rich allure of streaming platforms: done to create a sense of abundance and choice through endless carousels and immersive video content, which provide an invitation into a world of so many exciting experiences.

The color palette, nick-named “Forest Mode”, deepens this cinematic feel, immersing users in a dark natural world with vivid pops of color throughout. Chester Zoo is at the forefront of global conservation, and the site's design reflects this by combining storytelling and education to create a vibrant digital ecosystem where natural discovery feels limitless, and each click opens up a world of wildlife and wonder.