The aloe is a plant with numerous medicinal applications and is known for its healing properties within Zimbabwean culture. Combining this metaphor for health with the word “well” allowed us to craft a brand name that was distinctive, yet familiar. The softness in the word and concept was further emphasised with a visual identity that makes use of soothing shapes and gentle lines. This in turn influenced the typography and graphic devices, which have a rounded aspect to them too. Photography emphasises wellbeing in the abstract, with happy, healthy people showcasing the feeling of the brand.

When it came to the store itself, the layout was designed to follow the same soothing lines as the identity. It is open and welcoming, ensuring easy navigation with clearly-defined sections for a range of needs. Soft and calming colours are used throughout, and comfortable seating invites customers to take a pause and or consult with staff. Signage is designed to be simple and easy to read, with positive and friendly messaging, along with icons and symbols for clarity. Different levels of interaction are also taken into account, with space provided for customers to speak privately with consultants when necessary, further enhancing this personal, accessible feeling.