Tag: logo creation

Tonic Pharmacy – Branding

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Tonic is a friendly, caring Pharmacy based in the heart of Derry/Londonderry. The Pharmacy began in February 1987 with John MacCafferty (originally with the name MacCafferty’s Chemist) with a belief that focusing on the delivery of a personal customer experience. They offer a variety of pharmaceutical services to meet the health needs of the local community.

They are the first in the area to provide a 24-hour prescription ordering app and messaging service. You can also order popular health and beauty products from their online shop.

In their own words:

“We are dedicated to providing a friendly, caring pharmacy experience with an emphasis put on delivering a quality, efficient healthcare service to our community. In November 2007, we purchased the Pharmacy and by following the same ethos the business has continued to grow.

Tonic pharmacy is a trusted e-commerce platform for anyone to purchase quality skin care and health care products, which help people feel better about themselves. Tonic in a sense means rejuvenating/ up-lifting/ invigorating/ replenishing. We sell only products that we feel have these properties and help ailments and treat concerns. We try to focus on natural products, which are not tested on animals and contain only natural ingredients. We offer an e-commerce service to collect in store with 48 hours: ‘pick-me-up’ service or an e-commerce delivery experience option for any of our products. What sets us apart from other retailers is that we have a dedicated pharmacist available to guide and advise on suitability and choice of products via an online chat/email conversation.”

Tonic approached Kaizen Brand Evolution to rebrand their pharmacy of 31 years. They asked us to design and develop a new branding system for a pharmacy, skincare, well-being store and e-commerce business that needed to be contemporary, bright, striking and clean. It should look modern so it could really stand out in Derry/Londonderry, or in any city if they decided to branch out. We wanted Tonic to set a new standard for how modern pharmacies should look.

They wanted to reach a new target audience of Men and Women aged 35+ and Parents. People who really wanted to feel good and really look after themselves would be the type of people Tonic wanted to be their customers.

The new Tonic Pharmacy wordmark consists of the word Tonic and a mortar & pestle (as it’s a tool used to crush, grind and mix solid substances into a powder). Tonic wanted to promote more of their natural medicines. We felt people know Tonic is a medicine, which has a general effect of making you feel good and the mortar and pestle best sums up their natural products.

We developed a tone of voice, which feels really positive, friendly and trustworthy. We wanted people to feel reassured, “Heal & Soothe” knowing Tonic is always there for you, 24-hours a day in-store or online. You can always rely on Tonic, they want you to feel good.

As well as the branding system we had created illustrations of what they stand for; a flower (for natural remedies), a clock (for 24-hour service) and Derry’s Guild Hall (for Trusting Local) using the elements of the mortar & pestle. It would be fun to work on other illustrations. We also created some visuals on how the brand could work across different mediums including their delivery van, packaging, business cards/stationery, signage and their website.

Over time when Tonic has become more established, the T and the Mortar & Pestle could be used stand-alone, and it will still be recognized as Tonic Pharmacy.

We enjoyed working with Tonic Pharmacy on this branding project; we can’t wait to see the brand being rolled out across their vans, social media and perhaps a visit to their store. I would like to see Tonic expand and set the bar for modern pharmacies.

Jane McClenaghan

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Jane McClenaghan owner of Vital Nutrition – Northern Irelands leading nutrition and healthy lifestyle brand approached Kaizen Brand Evolution to create an identity for herself in preparation for Jane’s evolution as a leading, national healthy lifestyle consultant. Jane has featured as part of Centra’s most recent influencer campaign and has appeared on BBC and numerous Food events across the province. Jane’s ambition is to be the figurehead for healthy living and nutrition, increasing her media coverage and crafting her ‘influencer’ brand presence.

The first step in the creative process was to fully understand the industry landscape that Jane aims to position herself as a stand-alone influencer. We researched and developed clear brand narratives based on Jane’s ambition and potential competitors in the healthy living/eating arena. Learning what is working and not necessarily working for some of the top brands was extremely important in the creation of Jane’s brand. As well as retaining the brand name ‘Jane McClenaghan’ we wanted to explore further options for her as a business, much like the way some influencers use nick names or brand names to trade under. Names such as Zoella, I Quit Sugar and Little Green Spoon have achieved major success from this approach. As one branding option we renamed Jane and presented her with “Nutrijane” as a potential brand direction – using this naming we seen potential for a clever brand strategy which would position her brand alongside the ‘quirky’ engaging names out there. In the end we stuck with Jane McClenaghan and plan to use Nutrijane throughout the brand emails and possible URL for her new website – so no idea un-used.

We designed a contemporary brand system for Jane McClenaghan to use across all of her marketing material both on and offline. We introduced a leaf to the word mark using negative space in the A to achieve instant brand recognition – summing up Jane’s offering and business objectives. Simplicity is the best policy here and when applied to type the negative space really speaks volumes for the entire brand identity. The logo itself positions the brand on the higher end of online influencers such as HEMSLEY + HEMSLEY, and Deliciously Ella which immediately resonates with Jane’s target audience. The unique blend of classic typography and clever brand language pulls the brand together in an engaging, visual fashion. We introduced a bold colour palette that reflects Jane’s colourful personality as well as the visually attractive meal plans she creates at events and on her online webinars. Taking influence from the bright palette of some of the key ingredients she like to use mirrors throughout the brand not just in her logo but in her very own, custom brand iconography set which will feature as a way finding system throughout her cookbook design and her website.

We created Jane’s brand language and tone of voice to reflect her offering in a clever concise way. Statements like “Health to thrive” and “I’m here for the good of your health” have spawned from the creative writing process for the brand. When married together the brand language and logo mark successfully tell her brand story.

Following the identity and language creation we implemented the branding on a number of deliverables that Jane has plans to release over the coming months as the brand is launched. From cookbook designs to event design and branded collateral for conferences we visualised how successful the identity can be across all of her needs with the colour palette and brand language constantly making an appearance, strengthening the identity as a whole.

It was a pleasure to work on the branding for Jane and we look forward to the roll out as she continues to evolve and increase her brand reach. Next phase is realising her new website and social media channels.

Brand creation For Friends Daycare & Nursery

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Watching our customers move into different markets and business ventures is amazing and we’re always happy to assist with their own business development. The owners of Friends Daycare & Nursery, Belfast approached us to develop the brand for their new daycare based on the Saintfield Road, Belfast. Understanding their approach to childcare it was clear we were to develop an identity of the highest level, that would appeal to the parents and of course the children of south/east Belfast.

Presenting a selection of concepts that embodied the business and retained the core ethos, we created this unique brand that will position Friends Daycare and Nursery among the highest regarded businesses in their sector. We are now in turn building the supplementary marketing and business materials required for the launch, alongside a bespoke website for the brand.