The UK's third-largest pharmacy chain (and largest independent pharmacy) recently relaunched its 780 stores under a new brand and a new name. The Co-operative Pharmacy, which employs over 7,000 staff across the country, has been rebranded as “Well,” and with the new name comes a new brand identity from specialist healthcare advertising agency Langland. The new name aims to reflect a shift in the nation's attitude to health, with many of us taking a less passive role when it comes to keeping our bodies in check, and generally having a more positive outlook on healthcare and personal wellness. It also subliminally connects consumers to the traditional idea of a well as a healthy community hub.
The Co-operative Pharmacy, the UK's largest independent pharmacy, has been rebranded and relaunched as “Well”
The positivity of the contemporary, modern new logo that backs up the name is underlined by a subtle plus sign sitting at the top left of the colourful font. The idea is to make people stop associating the high street pharmacy with staid, traditional blandness, and start associating it with an atmosphere more akin to a modern retail environment. Kate Spencer, managing partner at Langland, said the rebrand “Reflects modern attitudes to health, as the conversation has shifted from illness to wellness.” She believes that the new brand “Will be the first to deliver the kind of accessible, local healthcare people want and need, to complement the service they get from their GP.”
With the new name comes a new brand identity from specialist healthcare advertising agency Langland
The Co-operative Pharmacy chain was acquired by the Bestway Group in a £620 million deal in October last year, and it would seem the cash and carry operator has wasted no time in turning its investment around by focusing on making the most of its heavy high street presence. There is also a further £200 million of investment planned in the brand, with the eventual aim to increase revenues from £750 million to £1 billion by 2019. It's an ambitious goal, but one that is certainly within the realm of possibility if Bestway can capitalise on the brand's qualified medical staff and high levels of public trust, and expand its role in community health. In fact, it is looking to do just that by adding extra services to Well high street locations and providing more personalised care. Well chief executive John Nuttall, said their company strategy is to “Support the NHS” by offering customers an alternative to visiting their local GP or A&E department, a strategy he thinks will see them reach “A place where local communities treat their local pharmacy as a first port of call in making the most of their health.”
The Co-op Pharmacy chain was acquired by the Bestway Group in a £620 million deal in October last year
John Nuttall
In the branding, Langland have utilised their core purpose of creating “Ideas for a healthier world,” and reflected those ideas against the bigger picture of an NHS stretched to breaking point. In a statement issued by Well, they said “The logo design epitomises health through the chosen colour palette of green and blue and inclusion of a cross symbol, which are both synonymous with the healthcare sector.” They also added that “The chosen colours are combined with a rounded typeface to add a softness, reflecting human values and symbolising care, empathy and warmth.” Bestway Group chief executive Zameer Choudrey, also adds that they are “Confident in the new branding that has been created and have no doubt that it has a bright future ahead.”
