“ It is health that is real wealth and not pieces of gold and silver.” ~ Mahatma Gandhi
Studio Equator has taken a new approach to the interior design and branding of the traditional Australian chemists by exploring an strategic based approach: Whites Dispensary.
The intention was to highlight their three main product areas of health, wellbeing and beauty presented through an environment that is deeply rooted in tradition and aesthetic and continue a trustworthy name. The aim was to design an interior and visual identity to increase the dispensary income whilst maintaining steady growth in the beauty, health and luxury goods sections.
Australian chemists and medical retailers seem to have kept an interminable style of interior that’s quite common to the industry. Focus is made on selling pharmaceutical products and supplying their customer’s demands. Whites dispensary with Studio Equator has pushed their minds outside of the box to focus on creating a model that is different in an area that constantly focuses on a clichéd look & feel keeping in mind their original focus and mission to keep personal service and a trustworthy personality.
The ultimate goal is to reposition the brand to better service the market, and in doing so, change the way companies behave in an industry that hasn’t changed in decades. With this refreshed concept, Studio Equator has allowed the visual identity to grow with the ability to change quickly and keep up with customer demands and challenges.
The façade of the shop features wooden horizontal paneling showcasing the new logo. An organic use of materials and authentic chemist and medicinal symbols highlight the overall design. Colour, Materials and finishes scheme of raw timber, green, white, black and gold separate each section – Health, Wellbeing, Beauty. Within the store, Studio Equator has used large-scale graphics to pinpoint the true Whites philosophy that “Health is the measure of wealth” with well-known sayings from some of the worlds most influential spiritualists, as well as enforcing the dispensary traditional look and feel.
The interiors also reflect a contemporary look & feel often showcased in the fashion and hospitality sectors. The checkerboard tiled floor, custom joinery, grey skin aged timber, decorative concrete bricks, green carpet, crossed shaped large scale lights and industrial furniture create a sense of warmth framing the product and allowing them to stand out. The beauty products contrast the natural feeling of the dispensary proposition and rather stand out in its minimalistic and luxurious approach to finishes opting for a black with green highlights colour harmony.
The designers developed a signage system sympathetic to the Pharmaceutical industry with reference from original medical symbols.Signage had to appropriately symbolise each service or product White’s Dispensary offers. A custom set of symbols were created to reflect the brand typography and make the way finding the pharmacy’s own. Bespoke large scaled shelve letters using medical bottles as decorative props and softly back illuminated sit proud as a central visual point. Positioned above the dispensary area, the sculptural letter forms are supported by custom medical bottle LED chandeliers which is now a Studio Equator signature piece.