Strategic and design agency Houston Group has partnered with Wesfarmers Health to launch atomica, a new beauty and wellness brand that has opened its first pilot concept store in Sydney.
Houston Group helped develop the name, strategic positioning, customer value proposition (CVP) and brand language. The development of a central strategic idea – ‘Let’s glow Australia’ – lead directly into the CVP: 'We are for ALL of you'.
The deliberate play on words indicates the inclusivity of the retail proposition being for all Australians and also for people individually – with atomica celebrating both inner-and-outer beauty.
The strategic elements are brought to life through atomica’s brand identity, which has been created to represent freedom and energy. Inspired by the human atom and the fluidity of beauty, the design emphasises inclusivity, reflected in the logotype and the ‘a.’ symbol. The brand’s colour palette features hues of maroon and orange, with soft pinks and blues.
Wesfarmers Health’s head of marketing, Corrina Brazel, said the brand saw an opportunity for an affordable and accessible beauty-focused retail offer that delivers an inspirational in-store experience, featuring coveted international brands and locally-loved Australian brands.
“The store features Glow Advisors and the curation of brands includes Bubble Skincare, INNISFREE, The Ordinary, Milani, e.l.f, wellness brands and the hundreds of others that help our customers glow from the inside out,” said Brazel.
Houston Group ECD Alex Toohey said atomica celebrates the uniqueness of each person, while embracing the shared humanity that makes us all beautiful.
"It is an embodiment of the dynamic energy and limitless potential of every individual," said Toohey.
atomica branding will be applied across multiple physical and digital channels, for a cohesive experience that stretches from social media through to the store environment itself.
The first pilot store opened in Sydney’s Castle Towers in late 2023, where a former Priceline store was located. This conversion to atomica is the first step in planned expansion to other parts of Australia in 2025.
Credits
Client: Atomica, Wesfarmers Health
Corrina Brazel – Head of Retail Marketing
Sophie Harris – Senior Manager- Brand
Brooke Thomas – Marketing Manager, Campaigns
Agency: Houston Group
Stuart O’Brien – Founder
Alex Toohey – Executive Creative Director
Daye Moffitt – Executive Strategy Director
Michael Thebridge – Head of Copy
Michelle Teh – Design Director
Hamish McRae – Designer
Kyle De Raedt – Group Account Director
Tori Fraser – Account Manager
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