MediADVICE Brand Strategy & Design

Helping independents find their people.

MediADVICE came to us as a network of independent pharmacies with a clear purpose and a compelling story to tell. Founded by brothers Binh and Jason Luu, the brand was built on a simple belief; ensuring every member benefitted, not just a few while ensuring they were building something fair, practical and sustainable. Having recently joined the EBOS Group, they were ready to grow and needed a brand built to match that ambition.

Our brief was to build on their existing identity and create everything they needed to take that story to market: a creative platform, a brand book, brand guidelines and a full suite of campaign assets, all aimed at independent pharmacy owners.

What made this one interesting was the tension at the heart of the industry. Pharmacy owners today are caught between discounters who compete on price and franchise models that come with layers of structure. MediADVICE sits in the middle. The work needed to make that position feel like a strength and the founder’s story gave us the perfect way in.

Deliverables

Brand Guidelines

Developing MediADVICE’s brand guidelines from the ground up which included positioning, tagline, tone of voice, visual identity, iconography and practical application across digital, print and social.

Brand Book

Writing and designing a 16-page brand book that tells the MediADVICE story which is to be used as a sales and storytelling asset at industry events.

Advertising Suite

Concepting and producing a full B2B advertising suite, with adaptable templates across LinkedIn, trade publications and industry conferences.

Video Story

Capturing a suite of video and photography assets including a dedicated shoot for the founders’ story and testimonial videos from existing network members.

Winning tactics

Aruga wrote all the copy across each deliverable which meant the brand voice stayed consistent from the guidelines through to the ad suite. When the copy and the design are developed together, things land the way they’re meant to.

Aruga used the founder’s story as the creative anchor for the whole project. Two pharmacists who gave up better individual terms to secure a fairer deal for the whole group is not a marketing line, it is a founding principle and it tells you everything about what MediADVICE stands for.

Aruga led with the category tension rather than the product. Pharmacy owners are navigating a real choice between discounters and heavy franchise models and MediADVICE exists precisely because neither works for everyone. Naming that tension directly gave the brand an immediate relevance and made the MediADVICE proposition feel like a genuine answer to a real problem.

Aruga built a flexible design system that scaled easily across digital and print, keeping things consistent without being rigid. This included everything from diversifying their colour palette while staying true to their heritage, to introducing updated typography that allows continued growth.