What was the challenge?

Dr.Max is the largest pharmacy network in the Czech Republic with around 450 pharmacies. The network now also serves consumers in Slovakia, Poland, Romania, Serbia and Italy.

We were tasked with taking a fragmented international brand and developing a consistent positioning and visual identity across all touchpoints, in every market.

What was our thinking?

The rapid growth of the business meant there was a new need for an international brand strategy, visual identity and retail concept capable of providing consistency and scalability. Importantly, the solution also needed to be able to accommodate the regulatory environment and market needs of each different territory.

What did we do?

We began with a series of workshops to ensure the different markets were aligned with their core target consumer segments, category priorities, associated shopper behaviour and value propositions. 

Having been set up to operate only in the Czech Republic, the Dr.Max brand had inevitably evolved slightly differently in different countries. So, a key pillar of our work was helping each market align with one future-facing vision, mission and set of values that would provide the network with a competitive advantage.

With a unified international strategy, we were then able to refresh and harmonise the brand visual identity. This involved our design team developing the logotype, colour palette, typography, fascia design, category signage, imagery and in-store promotional collateral.

What did we achieve?

The new cross-border identity has been extremely well received by internal and external audiences and has created a solid base for further growth and expansion.

A full set of brand corporate identity and retail identity guidelines have been designed to support implementation at a local market level.

The brand has now been rolled out across eight markets with 2,300 pharmacies selling 1.4 million items per day, with more to follow as the business continues to expand.