Reckitt Benckiser - Design, Marketing
Helping pharmacists support healthier lives and happier homes
The new online learning tool was designed to offer certifiable continuing professional development, expert pharmacy and business advice and product information. This approach was pioneered for Nurofen, but RB wanted to generate higher rates of brand recommendation across their whole pharmacy range.
In this ultra-competitive global market, the project needed to establish RB as the parent brand and build stronger recognition and understanding of the company’s products and how they relate to everyday health and home challenges.
We started by researching what consumers want from pharmacists and where they look for advice. We then reviewed competitors’ offerings and developed a new brand mission, values and visual identity for RB’s online pharmacy support.
Two draft designs were tested with a range of pharmacies, with the chosen ‘rbforhealth.co.uk’ domain and brand blending RB’s existing corporate colours and kite motif, with a fresh green as the international symbol for pharmacy.
The ‘healthy communities through pharmacy’ strapline highlighted the vital role of this part of the healthcare sector and reinforced RB’s corporate focus on home as the centre of family life and hygiene as the foundation of healthy living.
To promote and roll out the new brand, we created and delivered:
- brand design guidelines
- launch adverts for pharmacy press
- a ‘mock pharmacy’ exhibition stand
- print and online advertising
- website headers and graphics.