London, 16 April 2026: If your whole brand platform is about backing your body and giving it a voice, then your OOH really needs to put the body at the heart of the work, so it can literally tell people what it wants. Which is exactly what Lucky Generals has done with its first OOH campaign for Holland & Barrett.
A key driver of the OOH, and of the platform as a whole, is a design system developed by Lucky Generals’ design team, led by the recently appointed Executive Design Director Nathan Crawford. Created as part of a broader reimagining of the brand world, the system introduces a distinctive visual language.
The typography, which appears across the OOH executions, uses real body parts to construct letterforms, turning the human form into a communication tool and reinforcing the idea that the body itself is the hero of the brand.
Shot by the photography and directing duo The Mason’s, the campaign captures real, observed moments of bodies in motion – from stretches and steps to small, everyday gestures, moving away from performative wellness tropes in favour of something more human, honest and relatable.
The design system also establishes a clear point of view on overall photography, favouring natural, unposed moments over idealised imagery, and a more confident use of Holland & Barrett’s existing brand assets, from bolder typography to a refined colour palette. Together, these elements create a cohesive identity that works seamlessly across OOH, retail, internal and external comms, digital and product.
Nathan Crawford, Executive Design Director at Lucky Generals, said: “At Luckies, the ambition is always to make design a driving force, not a finishing touch. Back Your Body gave us a platform to build a brand world that feels distinctive, flexible and rooted in something real.
The idea of creating type from the body came directly from the strategy; if Holland & Barrett is here to help you understand your body, then the body itself becomes the most powerful visual asset we have. It’s a design system built to work hard everywhere, but also to give the brand clarity and confidence it hasn’t had before.”
The OOH is the latest expression of Back Your Body, the brand platform launched last week.
Enter Back Your Body, a brand platform built on the simple but powerful insight that we often take our bodies for granted until something goes wrong. The platform is a rallying cry to the nation to change that behaviour. As pioneers in the wellness space, Holland & Barrett is reframing its role, encouraging people to take a more proactive approach to their health and wellbeing, and giving them the advice, science-led products, tools and confidence to support their bodies every day, not just when something feels off. Holland & Barrett is also launching its ‘Back Your Body’ business commitment, which includes 300,000 free Wellness Check-Ins per month across stores nationwide, to help people understand what their bodies need.
