REXALL
How Rexall’s loyalty program transformed health branding
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 their brand identity, from naming to visual design.
Branding was critical in propelling multiple platforms forward, and the Be Well visual identity needed to clearly communicate Rexall’s essence, instill subtle confidence, and provide a friendly wayfinding visual direction. It was essential that the new identity felt naturally rooted in the Rexall brand, while advancing its mission of accessible wellness.
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 was brought to life by integrating familiar, recognizable iconography in a way that created both a functional and memorable connection with consumers. The key visual element—the map pin—extends into a heart icon, symbolizing care and direction in a simple, easy-to-recognize form. This imagery reinforced the idea of guiding users on their wellness path.
The visual identity system needed to evoke health and wellness, conveying trustworthiness and credibility while maintaining a friendly, approachable tone. Communication had to be clear, sincere, and helpful, with a visual language that was both simple and easy to identify.
Be Well was designed as an aid to support consumers on their wellness journey. The system allowed users to feel that everything was connected, modular, and flexible, ensuring they always felt like they were navigating a unified experience from start to finish.
ELEMENTS:
Naming Strategy and Development
Preliminary Trademark Checks
Initial Logo/Wordmark Design
Concept Board Development
Primary Consumer Research
Creative Discovery and Trends
Competitive and Category Audit
Creative Territories
Brand Identity, Visual Identity &
Style Guide Development
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