Cenovis has stood on Australian medicine cabinets since 1936 — heritage equity that’s hard to manufacture and easy to dilute. By 2022 the brand had let its expression lapse against a category filling fast with new entrants chasing colour and noise. The brief: bring Cenovis into the present without erasing what made shoppers reach for it.
The challenge — modernise the heritage without losing it
Wellness has exploded with new brands. Most loud, most chasing the same minimal aesthetic. The category looks louder than it ever has, and quieter than it ever has, at the same time. Cenovis sat in the middle: recognised by almost everyone, refreshed by almost no one. The risk wasn’t doing nothing — it was doing the wrong thing.
The insight — heritage in wellness reads as proof
When a new brand makes a claim, the shopper has to be convinced. When Cenovis makes a claim, the shopper has already heard it from their grandmother. That kind of trust takes generations to build and a single rebrand to break. So the strategic question wasn’t ‘how do we modernise the logo?’ — it was ‘how do we codify the system so every future SKU benefits from the heritage we already have?’
The process — build the system, not just the mark
Morice & Co didn’t redesign the brand; they rebuilt the architecture that explains it. Every colour, every margin, every typographic decision now lives in a single book any future designer, printer or marketer can build against. The mark stayed. The system around it became the work.
“Heritage brands don’t get rebuilt by reinvention. They get rebuilt by codification. Cenovis didn’t need a new look — it needed a system that could carry its heritage forward.”
The outcome
The result is a codified, future-proof Cenovis: a confident green system, clear category coding, and a single source of truth that turns decades of trust into consistent shelf presence across every SKU.
A Morice & Co project, created in collaboration with Cowan. This study shows the design transformation; we don’t publish third-party commercial figures.