The Beautiful Poo Chart
Ideation | Art direction | Brand storytelling | Creative direction | Earned
Research revealed that 60% of UK adults are too embarrassed to discuss these issues.
To address this, we decided to give the Bristol Stool Chart, a 25-year old medical tool for classifying stool, a well needed refresh - generating talkability and making the topic more approachable and engaging.
We commissioned artists Rose Blake, Yee Poon, and Coco Lom to create new playful illustrated versions of the stool chart displayed in stores nationwide. Poon developed anthropomorphic stool illustrations for online use alongside gut health tips, and Lom used colourful patterns to depict stool textures, encouraging reflection on gut health.
The campaign aimed to destigmatise gut health discussions, increase self-awareness, and promote proactive health management.
By introducing the Beautiful Stool Chart, Holland & Barrett managed to successfully engaged the public and initiated a crucial conversation, demonstrating how design can transform complex topics into an engaging and educational experience, and in turn encouraging a proactive approach to health and wellness.
