Project overview
Inspired by traditional apothecary design, this identity helped Holland & Barrett seamlessly introduce their CBD range into the modern market. Unlike the minimalist, clinical look adopted by many contemporary CBD brands, the design draws on Holland & Barrett’s rich heritage and the natural motifs found in historic apothecary graphics. Each product carries its own 19th-century-inspired pattern, abstracting flowers and leaves to reflect the ingredients within and give the range a crafted, trustworthy character. Gentle pastel packaging and a warm, reassuring tone of voice evoke CBD’s calming effects, while ensuring the products stand out clearly on shelf.