Chester Zoo
Brand identity redesign for Chester Zoo (Cheshire, England), aligning visual elements with conservation goals to enhance audience connection and engagement.
The Ask
To revitalize Chester Zoo’s brand identity by highlighting its core mission—conservation and education—while appealing to a broader and more modern audience. The rebranding aims to:
- Reinforce Chester Zoo’s position as a world leader in wildlife conservation.
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Communicate the zoo’s onliness as the UK’s leading conservation zoo.
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Enhance engagement across multiple demographics (families, young adults, tourists, educators, etc.).
The Approach
S.W.O.T. Analysis
Identified brand strengths like recognition and visitor satisfaction, while also addressing weaknesses like seasonal fluctuations and perception issues.
Competitive Analysis
Analyzed similar UK zoos (London and Edinburgh) to identify differentiators and areas for opportunity.
Target Audience segmentation
Defined five detailed audience segments with tailored marketing approaches for each (e.g., families, millennials, schools).
Brand Positioning
Emphasized Chester Zoo’s “onliness”: its unique blend of world-class animal care, immersive experiences, and global conservation.
Visual Identity
Developed new logos, a cohesive color palette, and updated typography to reflect a modern yet conservation-focused identity.
