Irish brand CH Chemists is set to reopen its Tralee store with a refreshed identity, store experience and brand communications all created by London-based agency Dalziel & Pow.
A family-run business and an indispensable part of the Tralee community for over 50 years, CH Chemists is now evolving in response to the booming wellness and beauty sectors and changes in consumer behaviour. The new identity revitalises the brand and positions it for a new era, ensuring it remains the go-to destination for all things beauty and wellness.
The transformation begins by changing the brand name, dropping ‘Chemists’ to better reflect the brand’s wide-ranging offer and services that extend far beyond the remit of a traditional pharmacy. With the new name, ‘CH’, comes a reimagined logo – a bold statement to reaffirm its status as a neighbourhood icon.
Warm and full of personality, the design language is a world away from the clinical feel of a pharmacy and brings to life the welcoming and knowledgeable attributes of the brand. The reinvented store environment will be a marketplace of discovery where customers can pop-in and explore what’s on offer – from influencer product edits to beauty lounge treatments and optical advice, plus a number of in-store events. Each department will have its own identity, easing navigation as well as giving the space a more optimistic feel. The opening of the new store in the next few weeks will certainly strengthen CH’s position as a much-loved, independent High Street staple.
Peter Harty, Co-Owner of CH comments:
“This project is a result of a lot of planning and preparation over the last two years. We have made many improvements to CH over the past 50 years but this is certainly the most extensive renovation in terms of design and investment. We take pride in the fact that we are an independent family-run store in the heart of Tralee town. We want to honour the legacy of our parents who founded CH and also reinvest in our town. In the build-up to the launch, we’d like to share with our customers some imagery of what they can expect and also to say thank you for the continued loyalty and support. Once open, the new CH experience will be the best possible store for our dedicated staff and customers.”