The people we love
Comprehensive brand guidelines for one of the UK’s leading health & beauty retailers. Our process began with defining the core Superdrug brand values.
Once established we ensured that every touchpoint for the Superdrug brand reflected back to those values in some way.
The application of the guidelines extended from in-store and advertising to HR, web and property.
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Who you are
As Superdrug’s agency for over three years, Origin knew all about the retail brand and its need to balance footfall with added value. When we were given the serious responsibility of redefining and communicating the brand essence across all touchpoints, we really got to grips with the emotional articulation of meaning and intent.
what you do
We began with a rigorous brand audit from consumer research and internal focus groups − scrutinising and rationalising every aspect of the brand’s representation. From there, we produced a comprehensive branding structure ranging from font and colour usage to tone of voice and message hierarchies. We distilled it all into a single brand bible − the commandments for expressing all things Superdrug.
How you say it
The whole exercise was greeted with universal approval − from board room to shop floor. Everyone involved with Superdrug now has a shared understanding not only of what to say but how it needs to be said.
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