The existing branding in place needed to be more consistent, lacked a luxurious feel and needed to be updated. Berkley Care group offers a unique, all-inclusive and quality care offering, with all individual homes in the group carrying their character, look and branding.

Andrew Winstanley, the new Chief Executive Officer, was looking for a brand that could start to tie all the homes into a branded house – instead of separate silos.

He was also looking for a very high-end, 5-star hotel look and feel heading into the sale of Berkley to one of Europes largest care providers, Korian.

After a branding workshop and much exploration into the luxury sector and what a Care Home brand should look and feel like, I settled on a simple typographic option and the new ‘Living Well’ tagline.

The typography was a modern sans-serif that helps communicate the stability, professionalism and traditional nature of the business – alongside Berkley’s  modern approach to care.

The oval shape was adopted and used as a device to use through any new care home branding (examples being Blenheim House, Jubilee Corner and White Meadow).

The typography used for new homes included serif and sans-serif fonts – which could be changed depending on the home’s character (more modern build, interior, location – opt for a sans-serif etc.).

The colour palette for the group was simple, a dark and jade green—a calming and luxurious colour set.

A more luxurious brand, premium with the flexibility to create numerous new home brands that all had a nod to the parent brand of Berkley. Consistency and a brand that the C-Suite were proud to take into negotiations when selling the business to Korian.