Revitalising a family-run pharmacy for the wellness era
For over 50 years, family-run CH Chemists had been an indispensable part of the Tralee community. However, in order to become future-fit, the brand needed to evolve in response to the booming wellness and beauty sectors as well as changes in consumer behaviour. The independent retailer had always stood for expertise and experience with its knowledgeable staff, in-store workshops and events; it just needed new brand tools to reflect this.
We gained insight into the brand, customer and competition, and defined a new direction, and how it’s experienced in person. We highlighted the need to engage inquisitive shoppers wishing to browse whilst also appealing to mission-driven customers looking for convenience. The opportunity became to position CH as a host brand, bringing together the best in beauty, health & wellness under one roof.
Key insight: The path to wellness is not just about the best brands and latest health advice, it’s about holistic, personal guidance from a trusted, local partner invested in your wellbeing.
We revitalised the brand with a new identity, communications, gift packaging and store concept – the ‘Live Well Marketplace’. We dropped ‘Chemists’ from the name and created identities for the Beauty, Pharmacy and Opticians departments to communicate the brand's offer. Warm and full of personality, the design language is worlds away from the clinical feel of a pharmacy and brings to life the welcoming and knowledgeable attributes of the brand.
Strategic shift: From local chemist to health & beauty host for the community’s wellbeing.
“ 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. The new CH experience is the best possible store for our dedicated staff and customers.” Peter Harty