Priceline Pharmacy launches refreshed brand strategy via Houston Group

Priceline Pharmacy has unveiled a new visual identity in partnership with strategic and design agency Houston Group, which embodies the retailer’s refreshed brand strategy marking an exciting new chapter for the Wesfarmers Health retailer.

The new brand positioning, the heart of health and beauty, celebrates Priceline Pharmacy’s compelling combination of health expertise and beauty experience– and is underpinned by exceptional value. Pharmacists have always been the heart of their local communities playing a critical role in their customers lives, offering customer service and care from the heart– and now the Priceline Pharmacy brand promises to make customers feel great from the inside out and the outside in.

The refresh modernises the iconic elements of the current brand – the pink colour, the graphic language and is spearheaded by a new logo featuring a stylised ‘heart and cross’, with the green cross synonymous with pharmacy as a community health hub.

Says Stuart O’Brien, founder and CEO of Houston Group: “Priceline has been a major player in the Australian pharmacy market for decades, it’s been an exciting process to leverage their strong heritage and evolve their positioning and brand assets to ensure continued future success.”

Says Corrina Brazel, head of retail marketing, Wesfarmers Health: “This rejuvenation of the brand reflects our position as a leading health and beauty retailer with new and exclusive products and exceptional Pharmacist-led services.

“Nobody else in the market offers the combination of health expertise and beauty experience – at an affordable price point – that Priceline Pharmacy does.

“Priceline is known for its network of 1400 Pharmacists and we also have Beauty Advisors in every store who are highly trained and skilled, so customers are given a high level of service.”

Priceline Pharmacy recently announced new product brands launching including Bubble, Innisfree, Yours Only and many other range and product extensions. Its Sister Club program is going from strength to strength and now boasts more than 9 million members making it Australia’s largest health and beauty loyalty program.

Houston Group
Stuart O’Brien – Founder and CEO
Cara Meade – Executive Strategy Director
Alex Toohey – Executive Creative Director
Kyle De Raedt – Group Account Director
Michelle Teh – Design Director
Hamish McRae – Designer

Priceline Pharmacy
Corrina Brazel – Head of Retail Marketing
Sophie Harris – Senior Manager – Brand
Grace Eadie – Senior Manager, Marketing
Brooke Thomas – Marketing Manager, Campaigns
Paige Skelley – Brand Manager