SENSIBLU – BRANDNEW

SUMMARY

SENSIBLU

Context

The pharmacy market became highly competitive over time, and first mover advantage is no longer a competitive advantage.

- >7800 pharmacies in Romania, 2/3 owned by local pharmacy chains, yet tendency toward market consolidation via national chains.

- High saturation of pharmacies per no of inhabitants

- New competitors on the market that offers wider product assortments, including exclusive/professional cosmetics brands

- Communication platforms overlapping

- The fundamental definition of pharmacies is challenged by the evolution of target customers who consider prevention and self-care as prevailing in front of curing.

Sensiblu needs to refresh its image and find its lost modern image perception, among shoppers in search of health & beauty holistic solutions.

CLIENT:

AD Pharma

BRAND:

Sensiblu

INDUSTRY:

Pharma

TASK:

Brand Strategy, Brand Identity, Retail Design Concept

The Brief / The Challenge:

Define the distinctive place of Sensiblu brand in consumers’ mind that will help Sensiblu business to reach its strategic objective: to become the market leader in offering a holistic view of health & beauty to its patients, through:

· Building a unique and differentiating premium brand positioning vs direct competition, while keeping the current core values of the brand.

· Refresh the current visual brand identity, by bringing more modernity & emotions into it.

Having in mind the new ambition of the Sensiblu brand: A pharmacy that answers health, beauty & wellbeing patients’ needs.

The Solution / The Design Concept

Sensiblu had a strong foundation. But it needs to retake its trend setter role.

Placing consumer needs at the core of its identity, the challenge was to redefine Sensiblu’s future through branding that is both purpose-led and lifestyle-oriented.

Sensiblu new brand concept is based on the people needs about health, beauty and inner wellbeing and it inspires them to have a different attitude towards health. An attitude which reflects how we look and which shows how we are taking care of our body, from inside to outside. Inner wellbeing, inner or outer health will always create (natural) beauty and glow that makes us shine.

Identity revitalization for Sensiblu took into account as an essential strategic requirement, the preservation and perpetuation, in a modernized form, of the well-known and associated brand property elements: the brand color and the logo style and shape.

The layouts will be built with the aim of obtaining a distinct visual signature, which individualizes Sensiblu communication.

The imagery will have attitude, authenticity, naturalness by being a little imperfect, realistic and a premium touch.

All these brand elements were carefully translated and brought to life within the physical space of the pharmacies, resulting in a retail concept that is truly unique on the Romanian market.
It’s a space where brand strategy, visual identity, and customer experience converge – creating a distinctive environment that reinforces trust, accessibility, and care at every touchpoint.