- Designer: Oscar Torrans Studio and Lucky Generals
- Client: Holland & Barrett
- Category: Print Design — Health and Wellness
- Location: London, United Kingdom
- Project Brief: Create print design for Holland & Barrett’s Back Your Body campaign that encourages proactive wellness through bold messaging and a distinctive 90s-inspired creative concept.
Health and wellness print built on body positivity has to grab you before you read a word. Oscar Torrans Studio and Lucky Generals pull that off for Holland & Barrett’s “Back Your Body,” spelling words out of close-up body parts across each billboard.
The body-part typography is the whole idea. A flexed arm, a pregnant belly, a pair of lips, and strands of hair form the letters, so the images themselves become the headline you stop to decode.
The tight crops keep the campaign bold and a little cheeky. Each panel frames one part in high detail, which reads as playful and human rather than clinical or airbrushed.
The green lockup ties it all back to the brand. “We know what your body’s asking for” and the “Back Your Body” line with the Holland & Barrett mark sit in the brand’s deep green, grounding the loud visuals in a calm, familiar sign-off.
