⟼ what is this?
Rethinking brand proposition for Natural Health Pharmacy, a pharmacy chain based in Norfolk, United Kingdom.

⟼ what is this?
Rethinking brand proposition for Natural Health Pharmacy, a pharmacy chain based in Norfolk, United Kingdom.

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background

Natural Health Pharmacy is an independent group of 5 pharmacies in Norfolk, United Kingdom. The business is 13 years old and has become one of the biggest independent pharmacy groups in the county. It offers a very wide range, including a big range of alternative remedies and many of its pharmacists are particularly experts in alternative remedies.

challenge

The business was facing stiff competition from Boots and the supermarkets. The founder questioned the viability of the core business in regards to whether it should focus on being only a pharmacy or continuing to offer both alternative remedies and traditional medicine. It also didn't score high brand awareness in the local residences because of its unclear brand proposition and inconsistent visual brand identity. With her readiness for a complete brand revitalisation, our challenge was to develop a brand idea to redefine Natural Health Pharmacy's proposition, aiming to boost its competitiveness and lay a foundation for its future growth.

Artboard 2
Artboard 1

solution

The co-founder's background story as a radiologist taking care of cancer patients by using alternative remedies inspired us in terms of defining the brand idea. This guided us to identify Natural Health Pharmacy's key differentiator as its dual offer of conventional medicines and alternative remedies. With this in mind, we developed the new brand idea "Dual Expertise" in pairing with the descriptor "Integrative Pharmacy" to capitalise on and clearly communicate the pharmacy's unique proposition.

A brand metaphor, 'Garden', was developed to guide the client in developing the brand and creating in-store experience. The garden consists of nature and man-made things, natural growth and cultivation with fertilizer. A garden is about balance. Such an idea of balance is important for human health and hence for the concept of the pharmacy brand. The balance of traditional and alternative medicine can be found for the customers with the help of expert staff. The in-store experience should also be about harmony, with people being able to relax in the pharmacy as they would in a graden.

The new brand identity would be brought to life following an action plan sorted into short-term and long-term that addressed the three groups of problems the brand was facing, as identified following our research, which were awareness, customer experience and loyalty.

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They understood our company and where we were heading towards, and provided achievable, realistic propositions that were really useful. We're impressed.

They understood our company and where we were heading towards, and provided achievable, realistic propositions that were really useful. We're impressed.

They understood our company and where we were heading towards, and provided achievable, realistic propositions that were really useful. We're impressed.

- Deirdre Whyatt and Emma Murray
Co-Founders, Natural Health Pharmacy

- Deirdre Whyatt and Emma Murray
Co-Founders, Natural Health Pharmacy

- Deirdre Whyatt and Emma Murray
Co-Founders, Natural Health Pharmacy