While most players engaged in a blurring mix of “lowest price” and “value for money” promises, which make the drugstores looking more like a minimarket, Help Net assumed a positioning in competence, focused on the point of sale experience. The claimed authority is demonstrable by the professional competence, the quality of the portfolio, and the quality of the human relationship with the customers.
The new brand platform provides a generous graphic identity—with plenty of brand property, an icon system that conveys professional competence, maturity, education, a positive spirit and affinity with consumer’s lifestyle. Deployment of the elegant, minimalist new logo was complemented by the window treatment, which provides a lively depiction of the brand story.
The store window was practically transformed in a fascia, thus achieving brand consistency across a non-standard range of outlets and dominating the visual “noise” of the cluttered high street landscape.