New look for Priceline Pharmacy

The brand plan includes a new visual identity, reconfigured store environment, refined merchandise, a greater focus on customer service and a new approach to brand marketing.

Priceline general manager, Michael Langham, said that the new plan was developed over the past 18 months with extensive research from consumers, pharmacists and suppliers.

"Our research indicated that Priceline was almost a 'girl's best secret', and now our plans are about taking that foundation on an exciting new path to maximise its appeal and value to consumers," he said.

"We have the opportunity to make a very good brand into an exceptional one – and build on the 300 stores that make it the most extensive health and beauty footprint of any retail brand in Australia," he said.

He said the bold new pink brand, now on show at a new store in George St, Sydney, is an evolution from the old red brand and communicates to the core target market with femininity, energy and romance.

Priceline's research noted that the shade of pink chosen represents value for consumers without being cheap.

The new symbol of a cradled heart is a core link between health and beauty. The heart represents health, vitality and caring, while the cradling represents the nurturing of health care.

Priceline Pharmacy will be denoted with a strong green cross on a white background as a major part of the signage.

The group said the cross was a well recognised symbol of caring assistance and will make Priceline Pharmacy more recognisable as a destination with a health care professional at its core.