How does the company integrate packaging, branding and display to give you an all round idea of their brand?
As a pharmacy, Whites Dispensary does not make its own products so they cannot have control over the product packaging. However, they do have control over the branding and display of the stores. The store is set out very differently to a regular pharmacy and uses very different materials, giving them a very unique branding in the pharmacy industry. The store display uses raw timber and has a very industrial feeling. The store uses handmade, bespoke items and helps give the store a friendly warm and industrial feel. Walking into Whites Dispensary you automatically get an idea of the branding and how it is unique to most pharmacy's now.
As a pharmacy, Whites Dispensary does not make its own products so they cannot have control over the product packaging. However, they do have control over the branding and display of the stores. The store is set out very differently to a regular pharmacy and uses very different materials, giving them a very unique branding in the pharmacy industry. The store display uses raw timber and has a very industrial feeling. The store uses handmade, bespoke items and helps give the store a friendly warm and industrial feel. Walking into Whites Dispensary you automatically get an idea of the branding and how it is unique to most pharmacy's now.
What does the brand "say" to the customer and why would someone pay more for this brand than another brand selling a similar product?
Pharmacy's generally all follow the same design and branding as each other. It is an industry that hasn't changed its visual identity in Australia in years. I personally have worked in 4 different pharmacy's and they all have a nearly identical layout and aesthetic. Pharmacy's generally look very clean and clinical with a large dispensary area at the back, rows of shelving on the pharmacy floor with a cosmetics and beauty area on the side. Whites Dispensary has completely changed this in their pharmacy design. Whites Dispensary now stands out from the crowd and makes customers remember them. They materials used in the store are much higher quality compared to a lot of other pharmacy's which gives the customer the impression that the products are too, although it is selling a lot of the same products as a discount pharmacy would. Although, along with selling the normal products a pharmacy would sell, this also gives them the opportunity to sell high end brands such as Channel and Dior.
Pharmacy's generally all follow the same design and branding as each other. It is an industry that hasn't changed its visual identity in Australia in years. I personally have worked in 4 different pharmacy's and they all have a nearly identical layout and aesthetic. Pharmacy's generally look very clean and clinical with a large dispensary area at the back, rows of shelving on the pharmacy floor with a cosmetics and beauty area on the side. Whites Dispensary has completely changed this in their pharmacy design. Whites Dispensary now stands out from the crowd and makes customers remember them. They materials used in the store are much higher quality compared to a lot of other pharmacy's which gives the customer the impression that the products are too, although it is selling a lot of the same products as a discount pharmacy would. Although, along with selling the normal products a pharmacy would sell, this also gives them the opportunity to sell high end brands such as Channel and Dior.
What materials have they used to achieve the overall "look" and feel of the interior and what does this "say" about the company?The company have thoroughly thought about every material used in the store design, packaging and display. The material for the checkered floor tiling is porcelain sources from Portugal. This was because it looks much higher quality compared to vinyl tiling and doesn't discolour over time. On top of this porcelain tiling is a high quality carpet made to look like grass. Marble is used for the counter tops in the store. There store has a very industrial look and uses raw timber and concrete materials in the store. There are unique custom light fittings in the store which help give the store it's brand image. The signage in the store are all handmade which help give the store a trustworthy 'local' feel to customers. All of these materials and displays tell the customer that the pharmacy is trustworthy, new and on trend, but also very high quality.
References
DesktopMag,. (2014). Alchemist charm for White's Dispensary, by Studio Equator | Desktop. Retrieved 8 September 2015, from http://desktopmag.com.au/project-wall/alchemist-charm-for-whites-dispensary-by-studio-equator/#.VfeWxdOqqko
Architecture And Design,. (2015). Durable interior finishes to help Whites Dispensary by Studio Equator age gracefully | Architecture And Design. Retrieved 8 September 2015, from http://www.architectureanddesign.com.au/projects/large-commercial/durable-interior-finishes-to-help-whites-dispensar
References
DesktopMag,. (2014). Alchemist charm for White's Dispensary, by Studio Equator | Desktop. Retrieved 8 September 2015, from http://desktopmag.com.au/project-wall/alchemist-charm-for-whites-dispensary-by-studio-equator/#.VfeWxdOqqko
Architecture And Design,. (2015). Durable interior finishes to help Whites Dispensary by Studio Equator age gracefully | Architecture And Design. Retrieved 8 September 2015, from http://www.architectureanddesign.com.au/projects/large-commercial/durable-interior-finishes-to-help-whites-dispensar
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