Agency: JDO Brand Design and Innovation


Award-winning design agency JDO has rebranded Holistic London, an independent wellness brand on a mission to make fragrance better for all.

With a modern aesthetic that is both sophisticated and inviting, the new identity reflects the transformative power of scent whilst echoing the brand’s ‘self-care with a conscious’ mantra. The rebrand is set to launch across packaging, digital channels and all other touchpoints later this month.

Founded in 2019, Holistic London is driven by a fierce passion for fragrance and fairness. Beyond providing mood-boosting home and personal care products that smell incredible, the brand is committed to bringing humanity, integrity and transparency to the fragrance industry.

“Holistic London believes that the practice of self-care should extend to care for our planet and care for other people,” comments Fiona Florence, Managing Director at JDO. “With an ambition to grow and a passion to create a positive impact, they needed a full rebrand that truly brought this purpose to life.”

Luxurious yet approachable, JDO’s new identity for Holistic London expresses the brand’s premium quality and important purpose with a design that is more than meets the eye.

Its new brandmark features an icon of the letter H, exuding confidence whilst also expressing care. This is complemented with a delicate pastel palette to give an impression of scent with a splash of gold, adding a touch of opulence. Soft, undulating graphics symbolise the way moods are fluid and ever-changing, whilst also illustrating the different provenances where the ingredients are grown.

Sara Faulkner, Associate Creative Director at JDO comments, “Our biggest challenge was in communicating the many facets of Holistic London’s purpose whilst maintaining an aesthetic of premium simplicity. The new identity visually balances the elements of boldness and softness to express the brand’s story in a way that is refined, yet still warm.”

In addition to designing the identity, JDO provided strategic support in articulating Holistic London’s vision and developing creative guiding principles to aid brand activation.

“As a pending B Corp Certified business, we join a global community of companies measuring social and environmental impact for the better,” comments Holistic London founder, Julieta Echeita. “Our vision, which we share with our customers and our suppliers, is to become a beacon for inclusive wellbeing. This gorgeous new identity has elevated our purpose with effortless style. We look forward to continuing to work with JDO as our strategic creative partners in sharing our message and growing our brand.”


JDO brings Holistic London’s purpose to life with a radiant new identity

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