Creating the largest pharmacy network in Central and Eastern Europe
Dr.Max were looking to establish a group-level brand strategy for international growth. We have given a disparate and inconsistent brand a unified positioning and visual identity to be applied across all touchpoints, in all markets.
Dr.Max is the largest pharmacy network in the Czech Republic with around 450 pharmacies. The Dr.Max network also serves patient consumers in Slovakia and Poland and in 2017 significant acquisitions were made in Romania and Serbia. Several Dr.Max pharmacies have also been opened in Italy. The rapid growth of the pharmacy business required the development of an international brand strategy, visual identity and retail concept capable of providing consistency and scalability whilst respecting the regulatory environment and market needs of the different territories.
What we did
Our program of work began with a series of workshops to ensure that the different markets were aligned in terms of core target consumer segments, category priorities, associated shopper behaviour and value propositions. Having previously operated as country-specific businesses, the Dr Max brand had inevitably evolved slightly differently across different geographies and so a key plank of our work was to help the business align on a robust, future-facing vision, mission and values that would support the business model and proven sources of competitive advantage. With a clearly aligned international strategy, we were then able to refresh and harmonise the overall brand visual identity in terms of the logotype, colour palette, typography, fascia design, category signage, imagery and in-store communication & promotional collateral.
The new identity has been extremely well received by internal and external audiences and has created a solid base for further growth and expansion of the business. Following pilot implementation and research validation in key markets, the ‘new’ brand is being rolled out internationally on a priority program. A full set of brand corporate identity and retail identity guidelines have been designed and produced to support implementation at a local market level.