All-systems-glow for atomica

THE BRIEF

The world of health, beauty and wellness retail is filled with expressive, aspirational and engaging brands. For many consumers though, it’s a world that feels a little out of reach, from the price of products to a brand experience that feels hard to connect with authentically.

Wesfarmers Health saw an opportunity to change that – and deliver an affordable, accessible, beauty-focused retail offer. One that brought together both international and locally-loved Australian brands through an inspirational in-store experience that wasn’t for a select few – it was for everyone.

It was a milestone project that involved building a new brand from the ground up – from the name and strategy, to the visual identity and point of sale rollout.

Wesfarmers Health saw an opportunity to change that – and deliver an affordable, accessible, beauty-focused retail offer. One that brought together both international and locally-loved Australian brands through an inspirational in-store experience that wasn’t for a select few – it was for everyone.

THE SOLUTION

Enter atomica – a brand named for the collective impact of countless atoms glowing together. As atomica’s name came to life, so too did the brand’s strategic platform. The idea of ‘Let’s glow Australia’ sat at its core, inviting people all over the country into the world of atomica. A CVP, ‘We are for ALL of you’, made it clear to customers that they would find plenty to suit their unique needs in-store.

The strategy also included a warm, energetic and expressive Tone of Voice – and set the tone for atomica’s bold and creative brand identity, which was inspired by the human atom and the fluidity of beauty. The design emphasises energy and inclusivity – which is reflected in the authentic logotype and the ‘a.’ symbol. The brand’s colour palette features hues of maroon and orange, with soft pinks and blues. Coupled with the shape system, the overall design creates a vibrant and unexpected look.

Once the brand was ready to go, we worked with Wesfarmers Health to apply atomica’s branding across multiple physical and digital channels, for a cohesive experience that stretches from social media through to the store environment itself (thanks to the collaboration with Your Studio for the retail stores).

With atomica out in the world, more of Australia can glow their own way.

Enter atomica – a brand named for the collective impact of countless atoms glowing together. As atomica’s name came to life, so too to the brand’s strategic platform. The idea of ‘Let’s glow Australia’ sat at its core, inviting people all over the country into the world of atomica.