London Drugs
When a business already has millions of loyal followers, a brand refresh doesn’t have to be an overnight overhaul. Instead, it may look like building a foundation for the future, where you carefully integrate new, yet strategic assets over time to preserve customer trust.
Industry
Retail
Location
Canada
Services
Brand Development
Brand Consultation
Print Design
The Challenge
London Drugs is a longstanding cornerstone in communities across Western Canada. Their fan-following has coined the store as a treasure trove; its lightning-fast photo finishing, everyday household items, and unique gifts never disappoints — and has rightfully earned its customers loyalty and trust.
So when the beloved retailer asked us to guide their creative process and plan the future reinvigoration their brand, we knew we’d have to be strategic. We needed to maintain their customer’s familiarity by upholding their brand’s integrity. We needed to avoid jeopardizing their customer’s trust by moving the needle forward slowly.
The TWYST
Without strategic guidance, the branding of an enduring company can sometimes wind up lost in time. That was the case for London Drugs’ weekly flyer. We gave it a twyst and thoughtfully brought the publication into modernity by ensuring every visual element had a defined purpose and removing unnecessary and outdated pieces.
The Solution
London Drugs’ new weekly flyer incorporates subtle changes, but as a whole, the publication feels completely renewed. Our design choices included swapping gradient backgrounds for a clean canvas with plenty of whitespace. Typography that improves readability. And brand-coloured circles that ground and create a feature for each product.
The result? The reader’s eye no longer jumps around and across the page! The breathing room and clear, three-tiered visual hierarchy help navigate and give focus to the reader’s attention. Each item has its own moment — an invaluable opportunity to resonate with customers and prime them to purchase.
The flyer wasn’t the only asset that got a twyst. Our deliverables included a brand suite for their Photo Imaging Lab, branded merchandise, out-of-home ads, social media content, and beyond.
Our work has given London Drugs the foundation for its future. By equipping its in-house creative team with a wealth of design elements and innovative creative concepts, London Drugs is strategically moving its brand forward over time, while preserving its most important asset: its customer’s trust.
