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REXALL
HOW REXALL’S LOYALTY PROGRAM TRANSFORMED HEALTH BRANDING
DEFINE THE PROBLEM
When Rexall set out to develop its proprietary loyalty program – the first of its kind to seamlessly integrate front-of-house services with pharmacy – they approached us to craft the brand identity, from naming to visual design. The Be Well visual identity needed to clearly communicate Rexall’s essence, instill confidence, and impart a friendly, wayfinding visual direction. It was essential that the new identity feel naturally rooted in the Rexall brand while advancing its mission of accessible wellness.
THE IMPACT
Be Well established itself as a trusted, recognizable program that helped Rexall strengthen its positioning as an accessible wellness partner – bridging everyday health needs with a unified loyalty experience.
DESIGN THE SOLUTION
Our strategy centered around defining the right brand promise: Friendly Wayfinding. We recognized that wellness is a personal journey, and Rexall needed to position itself as an accessible guide – offering clear health solutions that were easy to understand and navigate.
The visual identity came to life by integrating familiar, recognizable iconography in a way that was both functional and memorable. The key design element – the map pin extended into a heart – symbolized care and direction in a simple, approachable form. This reinforced the idea of guiding users on their wellness path.
EXECUTION
Visual Identity System: Evoked health and wellness while maintaining a friendly, approachable tone.
Communication Principles: Designed to be clear, sincere, and helpful, with a simple, recognizable visual language.
Modularity and Flexibility: Ensured all elements felt connected across platforms, guiding users through a seamless, unified experience.
WHY IT WORKED
Be Well successfully blended trustworthiness with approachability. By rooting the system in Rexall’s equity while evolving toward a friendly, wellness-first promise, the program positioned Rexall as both a guide and a partner – helping Canadians navigate their health journey with clarity and confidence.
ELEMENTS
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Naming Strategy and Development
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Concept Board Development
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Competitive and Category Audit
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Preliminary Trademark Checks
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Initial Logo / Wordmark Design
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Creative Territories
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Primary Consumer Research
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Creative Discovery and Trends
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Brands Identity, Visual Identity & Style Guide Development
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