A disproportionately high percentage of sales are generated in the Health and Beauty category within Big C Supercenter owned by Group Casino of France, when compared to the sales space the category occupies. 
 
With industry leading expertise in merchandising, logistics, purchasing leverage and abundant tenant space available in the shopping center component of their supercenter developments, Big C identified an opportunity for a clearly positioned wellness specialty store.
 
Historically the dispensing of pharmaceuticals were done through the neighborhood chemist who more than likely had a sound understanding of traditional medicines which are primarily Asian and modern medicines which are primarily western.  These family owned shops were much more than just a neighborhood drug store, they also were a venue of social interaction and most importantly a place of trust and confidence when in need.
 
The concept looked to the past in order to position the new brand in the future and based on this understanding the design was developed to re-create this local neighborhood feeling, a place of comfort, confidence and wellness.
 
rkd retail/iQ was responsible for the strategic brief, all creative expressions, name generation, brand and environmental graphic programs and retail planning + design and construction documentation.  Pure is currently being implemented in multiple locations throughout Thailand.