This intensive programme led us to the creation of the new starfish identity, supported by a distinctive colour palette and a bespoke typeface. The comprehensive brand implementation started with the new store environments, together with point of sale systems, vehicle fleet liveries and all corporate applications.

Nucleus worked closely with other specialist agencies to help create the first pilot store at Milton Keynes. This incorporated pharmacy and perfumery counters, large-scale wall graphics to 'sign' areas of the store, and lower gondolas with restyled POS panels. The store tested well above expectation, and was immediately rolled-out to three central London stores, and to other UK city centres.

We then prompted Superdrug to radically review their internal procedures, which incorporated the change of the design and packaging studio into a design management and development team.