Description:

The beauty and wellness sector often promotes the idea of your ‘best self’, but often overlooks the diverse ways this can be defined. From focusing exclusively on certain skin or body types, to premium product pricing, many Australians have been left out or under-represented in the sector.

Wesfarmers Group developed a new brand – atomica – as a way to change that. They saw an opportunity to establish an affordable, accessible beauty and wellness retail experience, which could bring together a range of brands people love in the one inspirational in-store experience.

We developed a brand identity to match.

Having worked closely with Wesfarmers Health on the name, brand strategy, customer value proposition and brand language, the opportunity to give atomica a visual identity to match was an exciting one.

At its core is the idea “Let’s glow Australia” – a celebration of beauty that shines both inside and out. It’s a brand built for self‑expression, experimentation and belonging, making space for every person to be their best and brightest self.

The design draws inspiration from the human atom and the fluidity of beauty in all kinds of ways. From the distinctive logotype and ‘a’ symbol, through to a vibrant colour palette of deep maroon, fiery orange, soft pinks and fresh blues. Gradients reflect the unique glow of every individual, while the dynamic shapes of the graphic language capture the organic rhythms of human expression and movement.

Together, these elements create an identity that feels alive, evolving and expansive. A brand that embraces every shape, shade, colour, and size, and celebrates the shared humanity that connects us all.

A handful of atomica stores are already open and trading, with more to come. To ensure a seamless and captivating experience, the design system has been applied across more than 372 assets, from digital platforms to in‑store environments. The result is an experience that feels authentically inclusive and accessible, inviting every customer to explore and express themselves.

Inclusivity and accessibility are foundational to atomica’s DNA, shaping every aspect of its brand and making beauty and wellness feel attainable for more Australians. In a sector that too often promotes only the one kind of ‘best self’, atomica offers a more diverse, inviting and dynamic destination for the future of the sector.

A place for all of us, with an identity to match.