P & F, pharmacy and friends, had developed two separately branded pharmacy stores marketed to two different customer target groups.  P&F pharmacy focused on middle to upper while Pro Drug would focused on middle to lower.  Realizing the double effort and the knock-on effect to all aspects of marketing, merchandising, operations and market position the only real solution was to develop one definitive brand moving forward. 
 
rkd retail/iQ was retained to create the new retail brand concept, P&F Super Drug.  The existing P&F/Pro Drug merchandise and service assortments were solid, but not differentiated from the competition.  Merchandise assortments were enhanced and combine with existing strengths to create a differentiated offer.
 
All aspects of the brand and shop concept were re-evaluated and a contemporary environment was created with bright healthy coloration to identify merchandise categories.

rkd retail/iQ was responsible  for the strategic brief and all creative expressions of the retail concept, retail planning + design, brand, retail and environmental graphics,  construction documentation and retail implementation guidelines.  rkd retail/iQ is currently implementing the program across multiple locations.