Chempro Chemists
Your chemist in the know
One brand system for a growing pharmacy network.
Chempro Chemists came to Embark with a brand that already had real strengths. A recognisable logo, Futura typography and three taglines the business stood behind. The franchise network was growing, Chemist Outlet had joined the group, and supplier co-branding was funding a meaningful share of the marketing budget. What was missing was a single standard. Every store, campaign and bus shelter was interpreted slightly differently, and the brand was spreading faster than its rules. Our role was to turn Chempro’s pharmacy branding into one formal system every franchise, supplier and designer could follow, and build an online source of truth to hold it.
A brand that had outgrown its own rules.
Chempro's position was clear. It's the services-led pharmacy, the place you go for advice from a professional who knows you. That story lived in three taglines, but no formal system was carrying it into market. Out-of-home, print, social and in-store assets were built job by job, with typography, colour and staff imagery shifting from one piece to the next.
Co-branding raised the stakes. Supplier partnerships are a revenue stream for Chempro, not a cost, and a blended logo treatment had become the default without ever being written down. Across a franchise network, that kind of drift quietly erodes trust. Chempro needed consistency it could scale, without throwing away what was already working.
Building on what works, not starting again.
The strategic call was restraint. Rather than a rebrand, we kept the logo, primary palette, Futura headings and service icons, and built the system around the three taglines as one customer journey. There's a Chempro Chemist near you. Say hello to your Chempro. Your chemist in the know. Accessible, then personal, then expert. The tone of voice guidelines now teach every writer to follow that same arc.
From there we sharpened the detail. A secondary palette gives campaigns room to flex while staying unmistakably Chempro. A more refined body typeface sits under Futura, with fewer weights and a script accent for warmth. Real staff imagery became a formal brand device, captioned with each pharmacist's name and store, so the advertising proves the promise that your Chempro is someone you can walk in and meet.
A source of truth every franchise can use.
Guidelines only work if people use them, so the franchise brand guidelines live online as a single source of truth for franchisees, head office and suppliers. Templates cover digital billboards, buses, taxi tops, shelters and bins, through to posters, wobblers, tear-off pads, pull-up banners and social tiles. A campaign toolkit handles always-on work alongside flu season, Christmas, giveaways and awareness campaigns.
Co-branding guidelines formalised the blended treatment already in market, so branded buses and future supplier bookings carry on without disruption, now with clear integration and layout rules. Chemist Outlet, the group's value brand acquired in 2023, received a leaner version of the same discipline: a simple secondary palette, simplified typography and a tone of voice matched to its discount positioning.
The outcome: a pharmacy brand built to scale.
Chempro Chemists now has pharmacy branding that matches the ambition of the network. Every franchise works from the same standard, every supplier knows how to sit alongside the brand, and new campaigns start from a system rather than a blank page. The co-branding programme that funds so much of the marketing is protected by clear rules, and the strategy behind the taglines is visible in every asset, from a taxi top to a shelf wobbler.
Local. Personal. Expert. One Chempro, everywhere.
I underwent a brand refresh with Embark. The process was seamless, exciting and overall successful. They really understood what we were looking for, took on any feedback without many revisions needed, and made the process so easy. Not to mention, they absolutely nailed it.
