The Background
A disciplined brand is essential for retailers needing to balance footfall with added value, especially in a fiercely competitive high street environment. A good brand is far more than a series of logos and applications – it is the emotional articulation of meaning and intent. Having been Superdrug’s agency for over three years, we were given the serious responsibility of defining and communicating that brand essence across all touchpoints –
external and internal.
The Strategy
We began with a rigorous brand audit to get to grips with the emotional articulation of meaning and intent. From consumer research to internal focus groups, we scrutinised every aspect of the brand’s representation
and rationalized it.
The Application
From there, we produced a comprehensive branding structure that ranged from font and colour usage to tone of voice and message hierarchies. The application of this structure was then extended into every context and touchpoint of Superdrug’s universe – mandatory signage and instore application to TV end frames and
3rd party activity.
We then distilled this all into a single brand bible - the commandments for expressing all things Superdrug in a fresh, bright but disciplined way.
The Results
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 too. Jeremy Siegal Superdrug’s CEO commented “Amazing book, everyone really impressed, makes me proud”