Priceline Pharmacy refreshes brand identity
Priceline Pharmacy has launched a new visual identity to embody its refreshed brand strategy, via Houston Group.
Marking a new chapter for the Wesfarmers-owned retailer, the new brand positioning – ‘the heart of health and beauty’ – celebrates Priceline’s combination of health expertise and beauty experience and how it is all underpinned by “exceptional value”.
It champions the retailer’s pharmacist-led services, and how that shows that brand’s passion for making customers feel good from the inside out, and the outside in.
Houston Group developed a new logo for Priceline, featuring a stylised heart and green cross – synonymous with health.
The agency also modernised the iconic elements of the current brand, including the colours and graphic language.
“This rejuvenation of the brand reflects our position as a leading health and beauty retailer with new and exclusive products and exceptional pharmacist-led services,” said Wesfarmers Health’s head of retail marketing, Corrina Brazel.
“Nobody else in the market offers the combination of health expertise and beauty experience – at an affordable price point – that Priceline Pharmacy does,” she continued.
“Priceline is known for its network of 1400 pharmacists and we also have beauty advisors in every store who are highly trained and skilled, so customers are given a high level of service.”
Stuart O’Brien, founder and CEO of Houston Group, added: “Priceline has been a major player in the Australian pharmacy market for decades, it’s been an exciting process to leverage their strong heritage and evolve their positioning and brand assets to ensure continued future success.”
Credits:
Houston Group
Stuart O’Brien – Founder and CEO
Cara Meade – Executive Strategy Director
Alex Toohey – Executive Creative Director
Kyle De Raedt – Group Account Director
Michelle Teh – Design Director
Hamish McRae – Designer
Priceline Pharmacy
Corrina Brazel – Head of Retail Marketing
Sophie Harris – Senior Manager – Brand
Grace Eadie – Senior Manager, Marketing
Brooke Thomas – Marketing Manager, Campaigns
Paige Skelley – Brand Manager
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
brand refresh
Corrina Brazel
Houston Group
pharmacy
Priceline
Priceline Pharmacy
refresh
Stuart O'Brien
visual identity
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