SCG puts the heat on the Russian high street

SCG London has created the name, positioning, branding, interiors and advertising for a Russian pharmacy chain.

Called 36.6, the chain is intended to have “the authority of Boots with the friendly usability of Superdrug”, according to SCG creative director Mike Furniss.

The consultancy is now working on own-brand packaging for the chain, set up by Vremia JSC. The Russian client plans to open 50 Moscow outlets in the next 18 months (DW 8 March). Two prototype stores are due to open by the end of August.

The number 36.6 is the Russian view of a healthy human body temperature, according to Furniss. The chain has only one smaller local competitor.

The chain introduces self-service “in a new open way, to a market sector previously dominated by a state run, closed-in operations”, says Furniss.

The bright blue logo with its heart icon will help to convey the health ethos to the consumer, he adds.

SCG is now working with a big unnamed book retailer in Moscow, as a result of the 36.6 project.