In early 2013, HBF acquired the Friendlies Chemists franchise chain. It was another avenue to achieve their vision of creating a community of members who are healthier, happier people.
However, pharmacies today are rarely seen as healthcare partners, rather retail drug dispensaries.
Our brief was to develop a strategic brand idea that redefined the relationship between pharmacy and customer, positioning Friendlies as the first step in healthcare. The name ‘Friendlies’ was to stay, but we had license to re-brand.
After extensive research we arrived at a solution that would revitalise Friendlies and also complement the HBF master brand.
We started by defining the role of Friendlies as a brand - to help people get, stay and live well.
We developed recommendations for both a new name and single organising idea: Friendlies Pharmacy – health starts here. This brand platform was expressed via a catchy positioning statement to be used in all communications – Hello Health.
From here we developed a new logo and accompanying visual identity including external store signage, internal store signage, shelf signage, livery, uniforms and branded products.
We compiled a comprehensive design application system (style guide), which is easily understood and utilised by a variety of audiences including franchisees, store fit out companies, signage suppliers, printing houses and the in-house HBF marketing team.
The new brand is now being rolled out through participating franchisees, presenting a more engaging pharmacy that has its customers’ and members’ health at heart.
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