The official body of Pharmacists and Druggists of India (AIOCD) wanted to launch a branded retail pharma chain in-keeping with the change in the industry retail scenario which has now gone beyond the mere dispensing of medicines.
Tree won the pitch against select agencies and was commissioned with the task of coming up with the brand name and developing a brand identity. The brand identity was to be extended to all brand communications, instore and external.
Using circles in a geometric overlap, the identity was developed. The “Health Circle”, a symbol created with the integration of the generic Plus as a pharmacy symbol, was created and formed an integral part of the identity. A visual language of happy people with warm toned images, was developed to relate to the brand vision of human well being. A combination of these core elements was used across various communication grids from mother signages, instore branding, staff uniforms, signage’s, POS, Press Ads and other communications.
The result was an overwhelming response from all members who were enthusiastically willing to convert from their family-owned retail business to the new and modern retail brand.