Designing a retail identity with heart
A rebrand of Jersey Hospice Care’s retail arm, repositioning its shops as high-quality, purpose-driven spaces, built to boost impact and challenge charity shop expectations.
Jersey Hospice Care is the island’s only hospice and an independent charity that provides crucial end-of-life services.
With annual running costs of around £6 million and retail operations contributing approximately £1 million each year, the importance of their shops as a source of fundraising cannot be overstated.
Ahead of the launch of a new retail space in February 2025, Jersey Hospice Care approached us to reimagine their retail brand and support the expansion of this growing revenue stream. The brief was to elevate the visual identity of their stores and create a cohesive customer experience that could evolve with future growth.
Our task was to develop a strategic brand framework that clearly connects the shops to Jersey Hospice Care, while also positioning them as high-quality destinations in their own right. This meant finding the right balance between purpose and polish, ensuring the charity’s mission remained front and centre without compromising the overall look and feel.
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We began by conducting a full review of the local and UK charity retail landscape.
Through research and consultation, we built out customer profiles for each of the three stores and developed a strategy that set Jersey Hospice Care apart in the sector. The positioning centred on creating a retail brand that blends purpose, sustainability and style in equal measure.
The naming strategy played a key role in creating cohesion. We landed on The Hospice Shops as the umbrella brand, with individual store names reflecting their locations: The Hospice Shop East, West and Town. This approach was based on how islanders already referred to the stores, making it feel conversational and authentic.
With the strategy in place, we moved into the creative. At the heart of the new visual identity is a custom logo featuring a hanger icon. This simple yet effective device symbolises second-hand clothing while also acting as a directional cue, with the hanger’s shape pointing east, west or centrally depending on the store. The logo is modern, clean and highly adaptable across both print and digital touchpoints.
We also created a sub-brand for the charity’s premium pre-loved offering. Previously known as Re-loved, this range was renamed The Collection and given its own refined monochrome look. While consistent with the umbrella brand, the design is more elevated to help signal quality and distinction.
The new identity was rolled out in time for the launch of The Hospice Shop East, with the work spanning internal and external signage, wall graphics, soft furnishings, price tags, flags and supporting marketing materials. Social media assets and digital templates were also delivered to ensure the brand stayed consistent across all platforms.
The launch of The Hospice Shop East was a resounding success, with glowing feedback from customers both in-store and online.
Visitors were welcomed into a space that felt thoughtfully designed and unlike any other charity shop experience on the island.
By pairing a visually distinct identity with a strong emotional connection to Jersey Hospice Care, the rebrand has helped elevate the charity’s retail presence and strengthen its fundraising potential. The brand now sets a new standard for what a charity shop can be, supporting the Hospice’s mission while offering a high-quality shopping experience that encourages return visits and community support.
"vtwo’s ability to translate our vision and bring it to life through creativity has been very impressive indeed!"
Marcus Meadows
Head of Retail, Jersey Hospice Care
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