Priceline Pharmacy has revealed a new visual identity reflecting a refreshed brand strategy. Priceline says that the new brand identity places pharmacists at the heart of their local community recognising the crucial role they play in supporting their customers to feel great from the inside out.
Beginning more than 40 years ago as a single store in Highpoint, Victoria, Priceline has over the decades become one of the largest health and beauty retailers in the country, boasting more than 470 outlets across Australia. In 2002, the first Priceline Pharmacy opened in Pakenham Victoria and in 2008 a major rebrand was undertaken with all livery and stores featuring an iconic pink look and feel.
This refresh takes those iconic elements of the current brand – the pink colour and the iconography – and modernises both elements: a new pink logo features a stylised ‘hearts forming a cross’, with the green cross synonymous with pharmacy as a community health hub.
Wesfarmers Health’s Head of Retail Marketing, Corrina Brazel said, “This rejuvenation of the brand reflects our position as a leading health and beauty retailer with new and exclusive products and exceptional Pharmacist-led services.”
“Nobody else in the market offers the combination of health expertise and beauty experience – at an affordable price point – that Priceline Pharmacy does,” Corrina said.
“We’re known for our network of 1400 pharmacists and we also have Beauty Advisors in every store who are highly trained and skilled, so that customers are given a high level of service,” she said.
The brand refresh comes after Priceline Pharmacy announced the launch of new product brands including Bubble, Innisfree, and Yours Only.
The new brand will feature in all marketing assets from October 30, with full store conversions beginning in early 2025.
