Every year, Superdrug publishes its Environmental, Social and Governance (ESG) report, documenting the progress made across its commitments to people, planet and products. For 2024, the report also marked the first major application of the retailer’s new Doing Good Feels Super identity, creating an opportunity to rethink how corporate reporting could look and feel.
Our brief was to transform a complex document filled with data, policies and performance metrics into a publication that reflected Superdrug’s optimistic personality while communicating the scale of its sustainability ambitions with clarity and confidence.
The heartbeat
Most ESG reports are written to satisfy compliance. This one was designed to spark conversation. Working within the new Doing Good Feels Super brand, we combined editorial design, copywriting and bespoke illustration to create a report that felt distinctly Superdrug. Rather than allowing pages of statistics to dominate the experience, we introduced illustrated characters, digestible layouts, visual storytelling and conversational copy that celebrated the people, partnerships and initiatives driving positive change across the business.
The report balances transparency with personality, giving every achievement, commitment and future ambition the space it deserves while making complex information easier to explore. It demonstrates that corporate reporting doesn’t have to lose the character of the brand behind it.
The impact
The report became the flagship expression of Superdrug’s Doing Good Feels Super sustainability platform, bringing together environmental commitments, social impact and governance under one cohesive editorial experience. It established a new benchmark for the retailer’s corporate communications while reinforcing the accessibility and optimism that define the Superdrug brand.
By combining thoughtful storytelling with engaging design, the publication turned a statutory report into a communication piece that employees, partners and stakeholders could engage with more naturally, helping demonstrate that sustainability is embedded throughout the organisation rather than confined to a single annual document.
