Wholly owned by the PHOENIX Group, Rowlands Pharmacy is the UK’s longest established chain of community pharmacies, with over 500 outlets across the mainland. We have a long-standing working relationship with Rowlands, 18 years and still going strong!
The Pharmaceutical market is like a moving target. Following a government white paper that effectively dictated a new direction for the sector, Rowlands felt the time was right to undertake an ambitious 360o review of the organisation, it’s values, aims, objectives, environment and services.
We had to tread carefully when updating the brand identity as we had such a familiar and already well-loved family pharmacy on our hands. Through subtle repositioning, the brand became more customer-focussed with a new promise of “caring for you and your family” along with a range of exciting new free healthy living services. This new approach was personified by Rowland the owl, a brand avatar who embodied the core philosophy of a wise but friendly family friend.
Rowlands Pharmacy has gone from strength to strength, now managing over 527 pharmacies and operating a successful e-pharmacy business with over 90,000 registered patients. Having a considered and consistent brand identity contributes to this success, and at the time of writing, Rowlands is the 4th largest pharmacy chain in the UK. Through strategic acquisition and relocation, Rowlands branches dispense 25% more prescription items than the average UK pharmacy.
“Guerilla really embraced the brief, they really added a huge amount of expertise to the whole project and were driving it from the initial design concepts through to the re-fits. They really got under the skin of our vision and their enthusiasm was second to none.”
“The in store TV adverts for suppliers allow us to communicate with our customers, with bespoke communications adapted for different stores and audiences. Our suppliers are always delighted with the finished adverts produced by Guerilla which offer them a unique medium to promote their product and their joint working with Rowlands Pharmacy.”
