PRICELINE Pharmacy has officially unveiled its refreshed brand identity (PD 03 Oct), highlighting its dual focus on health expertise and beauty services with a commitment to value.
The brand's new look will begin rolling out from today across digital and in-store materials, with full store transformations starting early next year.
The rebrand will see stores adopt a modernised pink logo, incorporating "hearts forming a cross", merging the group's health focus with its trademark colour.
Priceline, which started as a single store in Highpoint, Victoria over 40 years ago, has grown to more than 470 locations.
This latest update marks its biggest visual shift since 2008, reinforcing Priceline's position as a health and beauty leader.
Wesfarmers Health's Head of Retail Marketing, Corrina Brazel, commented that the rejuvenation "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.
"We're known for our network of 1,400 pharmacists and beauty advisors who are trained for a high level of service," Brazel said.
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