2014 Winners & Shortlists

Brief Explanation

Saudi Arabia is a country coming to terms with the seriousness of its growing national health issues, such as; having the world’s largest number of diabetics, obesity figures that puts the western world in the shade, and alarmingly high cases of chronic heart and kidney disease. Nahdi Pharmacy needed an identity that could start a dialogue regarding these important, and sometimes neglected, topics and issues. Nahdi also needed to take advantage of an opportunity to reaffirm its leadership status in the marketplace.

The Brief

Occasionally, a brand is given an opportunity to redefine its reason for being to make a real difference to its community. In this case, Nahdi Pharmacy wanted to leverage its powerful position in the marketplace to positively impact people’s lives. Nahdi have a chain of over 700 pharmacy stores across Saudi Arabia, however they did not promote a cohesive one-brand message and collectively did not deliver on a meaningful brand promise.

How the final design was conceived

Defining a new brand driver of ‘Wellness From the Inside Out’, shifted the brand’s positioning to focus on purpose rather than product. This brand strategy put Nahdi’s commitment firmly on improving the general health of the nation. To ensure relevance and appeal to the core female segment, communications incorporated message cues of external beauty through inner health. The new brandmark identity reflects Nahdi’s commitment to caring for people and the wider community. It speaks to a mainly illiterate and visually reading audience, and communicates a pure healthy heart that gives life to a protective outward spiral of vitality and youthfulness.

Indication of how successful the outcome was in the market

Nahdi Pharmacies have experienced an amazing 18% increase in overall sales and a 10% increase in basket size since rolling out the new brand initiative nationwide. Nahdi Pharmacy now embraces a much higher purpose, which is to drive the awareness and the importance of living a healthier lifestyle to have a happier life. Customer engagement on Nahdi’s social media channels shows an overwhelming support for the new focus on wellness. Over 26 million impressions on all social media platforms.