Chester Zoo
Force for nature. How we turned Chester Zoo’s conservation efforts into action as it became the UK's most-visited paid attraction outside London.
What’s the truth?
Chester Zoo isn’t just a family day out, it’s on the front line of change. With reports of our wildlife population declining by 69%, this global conservation institution needed a brand that matched its dedication to the world’s most endangered species.
How’d we turn it up?
We channelled the zoo’s bias for action and positive momentum into a force for nature. An idea and brand ecosystem that feels as alive, rich and immersive as the effort it’s all for.
We went all in on
Year in Review 2025: Best in Custom Type
Symbol Creative Awards 2025: Gold in Rebranding
Year in Review 2025: Best in Monograms
Year in Review 2025: Best in Custom Type
Symbol Creative Awards 2025: Gold in Rebranding
Year in Review 2025: Best in Monograms
Year in Review 2025: Best in Custom Type
Symbol Creative Awards 2025: Gold in Rebranding
Year in Review 2025: Best in Monograms
Year in Review 2025: Best in Custom Type
Symbol Creative Awards 2025: Gold in Rebranding
Year in Review 2025: Best in Monograms
A bespoke twist on Grotesk, Sharp Type cuts and curls to mimic tails, leaves and claws.
A custom ‘C’ with a hidden rhinoceros horn—calling back to the Zoo’s support of endangered Eastern Black Rhinos in 1999.
Mirrors the content-rich allure of streaming platforms (Netflix was an inspiration)—inviting people into a world of experiences with immersive carousels and abundant video content.
Expressive overlays mimic the migrations and movements of mammals, birds, fish, reptiles and flora.
"As an internationally-renowned 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 talent and meticulous craft has enabled us to create a brand identity that not only 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."
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
The Drum | Chester Zoo
Creative Review | Chester Zoo
BP&O | Chester Zoo
The Future Lab | Chester Zoo
Design Week | Chester Zoo
Creative Boom | Chester Zoo
Creative Bloq | Chester Zoo
Brand New | Chester Zoo
Logos World | Chester Zoo
Proof of the truth
Credits
