Until now, pharmacy branding in the UK has done little more than represent a trusted name, and pharmacies themselves are perceived as dowdy and functional. However, pharmacists are highly qualified and can provide advice and treatments for a range of problems. With mounting pressure on the NHS, and consumers now actively managing their own wellbeing, there was a clear opportunity to position the Co-operative Pharmacy business as the source of good health for millions of people.

We approached the project from an advertising point of view, with the aim of creating a brand that did more than simply label the business. ‘Well’ acts as a promise to the consumer, and also plants an idea that the pharmacy is an origin, or source, of good health. The colours and cross motif connect directly with the established visual language of medicine and pharmacy, but in a vibrant, contemporary way.

The Well brand is in early rollout. Since it was announced, the response on social media, particularly among Well employees, has been overwhelmingly positive. It has also attracted significant attention from the national and trade business press (the Co-op is a major employer with an interesting position in the community and major brand equity in its own right).