Our work for Remedi

Remedi: an innovative pharmacy brand

16 January 2001

The Irish retail pharmacy sector is a marketspace ripe for innovation and revolution. The majority of Irish pharmacies are owner-run, there are now a small number of regional chains and the UK chain Boots entered the Irish market in the mid-nineties. In this environment, MCK Healthcare commissioned us to create a powerful new brand for an innovative chain of pharmacies based on true customer service and convenience, where the pharmacist plays an accessible, consultative role.

Our first task was to generate a suitable brand name. As we were creating a high-street brand, we established that our name had to be clear, memorable, friendly, and suggestive of health and of healthy people. Following an intensive name generation process, exploring hundreds of names, we chose Remedi.

We then created a brand mark that visually summarises the Remedi concept. The logotype is clear and direct, reflecting the friendly and accessible brand attributes. The symbol is a modern interpretation of the white cross — an internationally recognised symbol for pharmacies. The colour palette is a contemporary version of the accepted pharmacy colours of white, green and blue. Our colours are brighter than the sober shades traditionally favoured. These fresh hues reinforce the emphasis on good health at the heart of the brand.

We also developed the descriptor line 'your local pharmacy', presented in a hand-written typeface. This is essential in establishing the perception of the outlets as local: a fundamental part of positioning Remedi.

Remedi is now beginning its nationwide implementation, with two outlets open. With a clearly positioned brand in place, Remedi is on course to achieve its mission to become the leader in its marketspace.