Chester Zoo rebrands as a force for nature

UK – Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. The project, which was developed over two years, repositions the zoo as a hub for conservation, breeding and global research — a mission often overshadowed by its role as a visitor attraction.

At the centre of the rebrand is A Force for Nature, a concept featuring a rhinoceros horn-inspired logo to reference the zoo’s history of supporting critically endangered eastern black rhinos and a custom typeface with cuts and curls to mimic leaves, tails and claws.

The immersive, cinematic website also combines rich storytelling with educational content, while vibrant patterns, reflecting animal migrations, and a palette called Forest Mode create a visually arresting digital and physical identity.

Conservation groups, botanical gardens, creative groups and more are rebranding nature to lure Gen Z outdoors and engage them in conservation and climate activism, as explored in our Rebranding Nature design direction.