Health and beauty chain tries new face

Health and beauty chain Superdrug is testing a new retail identity designed by Nucleus Design. It is believed Superdrug is planning to assault Boots’ premier position with the new look.

The identity went up last Friday at a Superdrug branch in Milton Keynes. New interior concepts designed by CDW & Partners and point-of-sale material by Peter Kane and Company are also being trialled in the Milton Keynes store.

The new identity and interiors will also be implemented in three more stores before Christmas. If successful, the redesign will be rolled out across Superdrug’s 700-branch chain in 1996.

Nucleus, which won the job last year ahead of Coley Porter Bell, Sampson Tyrrell and Landor Associates, has created a new mark with a specially drawn logotype and a starfish symbol. The new branding system includes new corporate colours and guidelines for own-label packaging.

Nucleus Design’s managing director Peter Matthews says Superdrug needed a completely new corporate branding system: “Customers’ perceptions of Superdrug will undoubtedly change.”

Nucleus has been appointed to design a new corporate identity for Portuguese supermarket chain Lidosol, which has six outlets on the island of Madeira.

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