Our Work With
Dis-Chem Media
Dis-Chem Media handles all instore retail media for brands inside one of South Africa’s most progressive retail groups - the Dis-Chem Pharmacies Group. They are essentially the single point of contact for all retail media within Dis-Chem stores - helping to make seamless, accessible media for brands of Dis-Chem. Their focus is on creating new, positive ways to connect people to brands.
Year:
2022 – Present
Services Provided:
Brand Strategy and Vision Building Process
Brand Identity Development
Photography
Website development
Digital set-up and launch
Social media and LinkedIn collateral
Monthly digital marketing
The Challenge
Launching a new brand is always a welcome challenge. The Dis-Chem Media team had a clear mandate and extensive scope of business, so cementing their Brand Vision and DNA with them was seamless. We were tasked with formulating a new, fresh brand identity and communication strategy to launch the brand and position it clearly in the B2B space, complimented by a user-friendly SquareSpace website.
The first challenge was to decide how far to go in leaning into the Dis-Chem brand in creating the Brand Identity. But once we clarified our direction, the process of positioning and aligning the brand through the website and communication was our focus.
The Solution
We initially came up with two very separate brand identities and narrowed down two routes once it was determined that the brand link would remain strong.
Leveraging the colour palette of Dis-Chem with a fresh green and muted yellow, we centred the identity around the words ‘Connection’ and ‘data insights’.
The choice to apply only lowercase to the word ‘media’ is representative of the approachability
of the brand. It confidently states who it is without the need for over-embellishment. The colour concept and logo layout shows the connection between brand and customer. The ‘plus’ icon further suggests connection and wellness and was easily transfered to stationery application.
We were able to leverage a clean photography strategy to roll out the LinkedIn Business presence and website simultaneously. We then worked on a clear 3-month LinkedIn communication strategy to launch the brand.
