C H A L L E N G E

Blue Bear has helped to shape the brand identity for Hale Health, a line that offers high-quality, affordable products across a drug store chain’s entire assortment.

The essence of Hale Health’s philosophy is a dynamic blend of empathy and reliability. This combination is reflected in the new brand mark—two connecting serif “H” shapes. These shapes symbolize the enduring bond of strength between a person and their caretaker. The contrast between the serif “H” and the clean geometry of the letterforms in Hale Health’s wordmark highlights the brand’s efficient and direct approach, aiming to build trust and reliability while maintaining a modern and approachable aesthetic.

S O L U T I O N

Hale Health, a line of high-quality, affordable products across a drug store chain's entire assortment, needs a new brand identity. Your task is to create a visual identity that embodies Hale Health’s core philosophy: a dynamic blend of empathy and reliability.

• C O R E V I S U A L E L E M E N T S

  Design a versatile logo symbolizing the enduring bond between a person and their caretaker and appeals to a broad demographic

  Create a wordmark for “Hale Health” that contrasts with the logo mark, that balances trust and reliability with a modern, approachable aesthetic

  Choose colors that reflect empathy, reliability, and health.

  Be versatile enough for use across a wide range of products

  Stand out in a crowded drugstore environment

R O L E

Executive Creative Director, and Brand Strategist

R E S U L T S

The redefined brand identity for Hale Health has successfully met the development challenges, resulting in a strong, recognizable, and trustworthy brand that resonates with consumers and stands out in the market.

• C O R E V I S U A L E L E M E N T S

  The new brand mark features two interlocking serif “H” shapes, creating a visually striking symbol that represents the connection between caregiver and patient

• The Hale Health wordmark uses a clean, sans-serif typeface. This juxtaposition of styles effectively communicates both the brand's empathetic nature and its efficient, modern approach

• The use of purple represents empathy, calmness, and wellness

• Creates a soothing and inviting atmosphere

• Product packaging features clean white backgrounds complemented by medium purple branding and clean typograph