MCKESSON CANADA
MCKESSON CANADA
THE IDEA
Consumers trust medical professionals to protect their health and wellbeing. They needed a brand that would do the same.
The Story
A vital player in the Canadian healthcare industry, McKesson Canada had provided pharmaceuticals, medical supplies, and healthcare solutions to hospitals, pharmacies, manufacturers, and governments for over 100 years. Upon purchasing a network of disparate pharmacies—including Guardian and IDA—they acquired over 800 new product SKUs, ranging from health and beauty to household staples. Seeking to market all of these items and traditional pharmaceuticals under one cohesive brand, McKesson was in need of a powerful private label. One that consumers would consider the go-to choice for proactively managing their health and well-being.
Aligned directly with our brand strategy, the design strategy was founded on the insight that our target consumers placed great trust in the advice and recommendations of their doctors and pharmacists. We built a visual identity that reinforced this trust, taking cues from science and medicine while maintaining a welcoming, approachable, and reassuring design aesthetic. We then put our design system to the test, considering how it would work for everything from cotton swabs to cough and cold medication.
Created a new private label with products from Health & Beauty to Over-the-Counter
Consumer research indicated shoppers were willing to pay a premium for the atoma™ brand vs. existing private labels
Created a new private label with products from Health & Beauty to Over-the-Counter
Consumer research indicated shoppers were willing to pay a premium for the atoma™ brand vs. existing private labels
Rolling it out across 850 SKUS in just four months, we ensured every single package design was on brand and compliant with industry regulations. To create impact at retail, we implemented our design strategy via marketing, merchandising, and retail signage. And we provided detailed guidelines to safeguard the brand’s visual identity for years to come.
Our work for McKesson Canada was born out of a deep understanding of the relationship between consumers and their healthcare providers. Connecting thousands of pharmacists and products to one central brand promise, we gave people a brand they could trust—and we brought it to life across every single SKU.
STRATEGY THAT GOES THE DISTANCE
Our breadth of expertise means you have a fully invested, strategic partner with you at every step. Take a look at how we can deliver impact across all aspects of your business and brand expression.
Believe in a
plan
Believe in the idea that success is the result of a disciplined approach and deliberate decisions to surpass the competition.
Believe in a
PERSON
Believe in the idea that your brand is a promise; an expression of commitment to consumers.
Believe in a
PURPOSE
Believe in the idea that design without strategy will lead you nowhere.