Brand Challenge

Develop a new brand positioning and a reinvigorated identity that delivers stand-out and memorability in a largely uninspiring sector where all brands look the same.

Behavioural insight

We spoke to 1000’s of people and learnt that they feel reassured when dealing with real people, especially when it concerns their health.

Transformation

Well’s new brand strategy aimed to leverage the brand’s investment and personal commitment to deliver expert services at the heart of the community. The insights informed a new positioning; ‘Coming together for your health and wellbeing.’

From this, we built a suite of new brand assets that could consistently and distinctly be recognised as Well Pharmacy. This is led by the plus sign, derived from the logo, as a key asset to represent the connection between colleagues and customers across all communications.

An extended colour palette was also created to reflect the positivity and accessibility of the brand. Alongside a tone of voice that demonstrates Well’s dedication and expertise. The brand design also includes imagery that showcases real community life as well as colleagues in Well pharmacies.

Outcome

The revamped brand design for Well Pharmacy was rolled out across the entire business both internally and externally during 2024. Sadly, brand metrics are confidential.

What our client said

“The Behaviours Agency’s team offers a perfect mix of pragmatism, intellectual thinking, high energy, a can-do attitude and a relentless focus on the needs of the customer. It is these qualities that have resulted in some exceptional work, for which I would happily recommend them.”

Matt Peach, Head of Marketing

Awards

The work recently was highly commended for Best Creative Campaign at the MPA Inspiration Award Winner 2024.