BERA

Intergiro

Kick Game

Yum Bun

Biozeroc

On the Edge

Amphico

Hotjar

Deadly Dust

Trackinsight

Eat Less Plastic

Forgotten Forests

flyp

One Green Bean

UserZoom

Hometree

The Wombles

Dendra

Veriff

Pachama

SauceLabs

Freetree

snooz

Big Cartel

Yango Maps

Jupi

Chester Zoo

Wild Thingz

Aruba Conservation Foundation

The Reserve

Kaorium

Helen Dean

"As an internationally-renown Wildlife Charity and National Conservation Zoo, it’s important for us to partner with agencies that share our passion for protecting nature. From the moment we met How&How, we knew they were the perfect partners for us. 

"Their relentless passion for our brand mission mixed with world class design talent and meticulous craft has enabled us to create a brand identity that represents Chester Zoo as a visitor destination but also showcases our influence across international conservation and education work. We couldn’t have asked for better partners on this journey."

Brand Strategy
Verbal Identity
Visual Identity
Custom Typeface
Custom Illustration
Wayfinding
Website Design

An epic 2 year project whose success was largely due to the incredible powerhouses at Chester Zoo: Kath Mainprize and Helen Dean. You inspire us every day. We're so grateful to have been on this journey with you and your wonderful team.

Creative Boom
Creative Review
The Drum
Design Week
Creative Bloq
The Future Lab
Brand New: Under Consideration

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Winner, Symbol Creative Awards 2025: Rebranding

Strategist: Sean Fitzpatrick
Copywriter: Harriet Stallibrass
Production Managers: Joana Jardim & Tabitha Lawrence
Typeface design: Lucas Sharp
3D: Victor Silva
3D: Matt Gilbert
Junior Designer: Jamie Austen, Carl Doneza
Designers: Robbie Isaacs, Joana Fatela
Snr Designer: Lucy McGinley
Snr Creative & Animator: Eilidh Reid
Snr Digital Designers: Hannah Leggett & Franci Pizzi
Snr Account Manager: Fanny Kaminksi
Design Director: Katie Cadwell 
Digital Design Director: Luke Scott
Account Director: Jess Strange
Assoc. Creative Director: Chris Beck
Creative Director: Chris Clayton
Exec. Creative Director: Cat How

“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.

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…

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. 

A full rebrand and website for Chester Zoo—helping them create a future where nature can survive and thrive.

Chester Zoo Rebrand, Web Design & Web Build

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A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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Chester Zoo

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